Currently melanoma is the deadliest form of skin cancer and one of the most common cancers in women under 40 years old in the United States.

Video: Eva Longoria's Suncare Message: Put Skin Type Aside

The first line of defense in helping to reduce the risk of developing melanoma is by wearing broad spectrum UVA and UVB SPF protection. L’Oréal Paris, a leading global beauty brand, and Melanoma Research Alliance (MRA), the leading private funder of melanoma research, announced today the launch of It’s THAT Worth It To Me.

This social media campaign encourages women to donate 15 social media seconds by sharing why SPF protection or using sunless tanner is worth it to protect their skin, their beauty and their life. For every social share, L’Oréal Paris will donate $1 to MRA to fund the L’Oréal Paris – MRA Team Science Award Research Grant, up to $250,000 in 2015.

Additionally, $1 from U.S. sales of select L’Oréal Paris products from now through December 31st, 2015 will fund the L’Oréal Paris – MRA Team Science Award Research Grant, up to $250,000 in 2015, including: L’Oréal Paris Advanced Suncare Invisible Protect Clear Cool Lotion SPF 50, L’Oréal Paris Advanced Suncare Liquid Silky Sheer Face Lotion SPF 50+, L’Oréal Paris Advanced Suncare Alcohol-Free Quick Dry Sheer Finishing Spray SPF 50+, L’Oréal Paris Sublime Bronze Self-Tanning Serum, L’Oréal Paris Sublime Bronze ProPerfect Airbrush Self-Tanning Mist, L’Oréal Paris Age Perfect Cell Renewal Day Cream SPF 15, L’Oréal Paris Youth Code Dark Spot Correcting & Illuminating Day Cream SPF 30 and L’Oréal Paris Revitalift Anti-Wrinkle + Firming SPF 30 Day Lotion.

A series of celebrity public service announcements and Donate 15 social videos will feature influencers – including Eva Longoria, Aimee Mullins, Skin Cancer Survivor Diane Keaton and L’Oréal Paris Communications Executive and melanoma survivor Danielle Macaluso – telling their own personal stories of why SPF protection is worth it to drive melanoma and skin cancer awareness and encourage others to help spread the word.

How To Participate in It’s THAT Worth It to Me by Donating 15 Social Media Seconds

Beginning on May 4th, “Melanoma Monday,” and through Labor Day on September 7th, people can participate in the campaign by following three steps:
1. Create a 15 second video or photo sharing with their social community why SPF protection or using sunless tanner is worth it.
2. Share the video or photo via Insta-video/Instagram, Facebook and/or Twitter with hashtag #ItsTHATWorthIt
3. Get your social media community involved to further spread the word by tagging three friends in your post.

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