ANTHELIOS SX Daily Moisturizing Cream SPF 15 With Mexoryl(TM) SX Announces Unique Collaboration With CVS/pharmacy

NEW YORK, May 15 /PRNewswire/ -- La Roche-Posay is pleased to announce that in addition to working with select physician's offices, they have collaborated with CVS/pharmacy for the nationwide distribution of ANTHELIOS SX Daily Moisturizing Cream with SPF 15, a new daily moisturizer containing Mexoryl(TM) SX, a unique stable, organic sun filter that provides exceptional daily photostable UVA protection available in the U.S. This marks the first time the FDA has approved a new sunscreen formula since 1988! And, it is the recent winner of the: The Cosmetic Executive Women (CEW) Beauty Award for Best Sun Care Product -- $15 and up. This award signifies the beauty industry's highest honor, with over 1300+ beauty industry experts analyzing hundreds of products to recognize the cosmetic industry's innovation of the year.

This retail partnership stems from both companies' dedication to educating consumers about the need for daily sun protection and skin cancer prevention. A true public health concern, the American Academy of Dermatology cites that more than one million new cases of skin cancer are diagnosed each year.

La Roche-Posay and CVS/pharmacy have partnered to strategically sell ANTHELIOS SX at the top of the pharmacy counters nationwide, and within Healthy Skincare Centers located in select CVS stores, as opposed to being sold in the general skin care aisle, in order to promote a dialogue about UVA education between consumers and their pharmacist and/or skin care specialist. This "advice-based" method of selling is the cornerstone of the La Roche-Posay brand.

"This type of retail partnership is extremely unique in the United States," explains Yannick Raynaud, Vice President of Marketing and Medical Detailing at La Roche-Posay. "As the makers of a new sun care product, we felt it was crucial to partner with a pharmacy that shared our passion for educating consumers about UVA protection and this growing health issue. CVS/pharmacy was the ideal choice."

"This collaboration with La Roche-Posay brings one of the most important developments in sun care to customers conveniently at CVS/pharmacy," said Cheryl Mahoney, Vice President of Beauty Care, CVS/pharmacy. "Our customers think about skincare not only in terms of beauty, but in terms of health. The ability to bring them innovative products and technologies like ANTHELIOS SX, is another example of how CVS/pharmacy is reinventing the beauty experience."

Now, as La Roche-Posay and select CVS/pharmacy locations join forces, both the dermatology and pharmacist communities are armed with the latest and simplest means of prevention for their patients and customers: ANTHELIOS SX.

About ANTHELIOS SX

ANTHELIOS SX is a daily use moisturizer that offers outstanding protection against UVA rays, the #1 cause of skin aging. This light non-greasy formula contains a unique combination of sun filters consisting of Mexoryl(TM) SX, Octocrylene and photo-stabilized Parsol 1789 to provide complete protection against UVB and UVA rays in a long lasting moisturizer with 24 hour hydration ANTHELIOS SX is fragrance free, PABA-free, and dermatologist-tested.

About MEXORYL(TM) SX

Mexoryl(TM) SX is an organic, highly photo-stable sun filter designed to protect skin from short UVA waves and its effect last longer than most UVA filters after being exposed to the sun for long periods of time. This breakthrough innovation is the culmination of many years of research and testing. Mexoryl(TM) SX was first patented in 1982 in Europe by L'Oreal and is now available in the U.S. Additional sun filter ingredients in ANTHELIOS SX include a photostable composition of Octocrylene and Avobenzone (Parsol 1789), first patented by L'Oreal in 1996 in the US, to provide coverage against UVB waves and long UVA waves, respectively.

About LA ROCHE-POSAY

La Roche-Posay offers daily skincare and in-office chemical peels formulated specifically for all skin conditions, even the most demanding. Most formulations of La Roche-Posay are based on the only thermal spring water rich in selenium, a powerful antioxidant. These innovative formulas and textures promote comfort and dermatological efficacy.

About CVS/pharmacy

CVS/pharmacy, the retail division of CVS/Caremark Corporation, is America's largest retail pharmacy with approximately 6,200 retail locations. CVS/pharmacy is committed to serving the healthcare needs of all customers by being the easiest pharmacy for customers to use, both in its stores and online at CVS.com. General information about CVS/pharmacy and CVS/Caremark is available at http://www.cvs.com/pressroom, as well as http://investor.cvs.com/.

ANTHELIOS SX's suggested retail price is $29.00 for 3.4 oz and can be purchased at CVS/pharmacy locations nationwide at the pharmacy counter, select physician offices and online at http://www.anthelios.com/. To find a CVS/pharmacy location or doctor's office near you, visit http://www.anthelios.com/. For press inquiries, please contact Amy Wein.