Thursday, 12 May 2016

La Roche-Posay unveils world first, Irish designed, wearable UV monitor ‘My UV Patch’

Almost half of adults (44%) admit to only wearing sunscreen in Ireland during the summer months with an additional I in 3 (37%) only wearing sunscreen when the weather hits over 20 degrees with 1 in 10 (12%) not wearing sunscreen at all in Ireland due to a belief that they don’t need it because of our weather, according to new research from skin experts La Roche-Posay for its 2016 Skinchecker campaign, supported by the Irish Cancer Society, and the launch of the Anthelios range of sun screens.

In fact, less than 1 in 10 adults (8%) indicated they wear sunscreen every day in Ireland compared to 3 in 4 (77%) adults who wear sunscreen daily when on sun holidays abroad or in hot climates.

With over 30 years’ experience in sensitive skin and leading the field in suncare and sun awareness, La Roche-Posay is aiming to drive a step change in UV awareness and consumer behaviour with the launch of ‘My UV Patch’ which is the first-ever stretchable skin sensor designed to monitor UV exposure and educate consumers about sun protection. The patch was designed by Irish company PCH and will be rolled out globally.

David O’Brien, Marketing Manager, La Roche-Posay, said: “As summer approaches and more people will have their skin exposed to harmful UV rays, we want to remind people about the importance of Sun Safe Behaviour. The research reveals a trend whereby the majority of people are aware of the risks of UV exposure but fail to take the necessary action. This is why we are launching our ground breaking ‘My UV Patch’. As a brand passionate about skin cancer prevention, we are always looking for engaging, simple ways to get the message to the public. The wearable patch monitors UV exposure and provides notifications to consumers so they can take protective measures such as applying sun sunscreen or seeking shade.”

Kevin O’Hagan, Cancer Prevention Manager with the Irish Cancer Society, said: “The Irish Cancer Society welcomes the launch of La Roche-Posay’s ‘My UV Patch’. Educating people on how and when to protect themselves from the sun and harmful UV rays is one of the first preventative measures we can take to tackle skin cancer. Non-melanoma skin cancer is still the most common cancer in Ireland and we have the highest reported rates of it in Europe. When caught in time it’s highly treatable. This means that educating consumers on sun behaviour and UV exposure is extremely important. We have worked with La Roche-Posay for a number of years on sun protection awareness campaigns. We hope that the My UV Patch skin sensor will deliver a step change in people’s awareness of UV exposure and sun protection. It is fantastic to see smart technology being used in this way to help with such an important public health issue.”