La Roche-Posay ANTHELIOS SX Daily Moisturizing Cream SPF 15 Wins Coveted Cosmetic Executive Women (CEW) Beauty Award

NEW YORK, May 2 /PRNewswire/ -- At the annual Cosmetic Executive Women (CEW) Beauty Awards gala luncheon today at the Waldorf Astoria Hotel, La Roche-Posay's ANTHELIOS SX SPF 15 was named the winner in the category of Best Sun Care Product -- $15 and Over.

The CEW Beauty Awards recognize the most innovative beauty products of the year. Finalists are selected by CEW members, industry insiders and experts in the field of beauty and winners are selected by a special Voting Committee comprised of the CEW Board. All voting is confidential and is monitored and tabulated by Ernst & Young.

In front of nearly 1,300 beauty industry executives and members of CEW and their guests, Gene Colon, Director of Medical and Media Relations for La Roche-Posay accepted the award on behalf of La Roche-Posay.

Colon noted in his acceptance speech, "Anthelios SX is the result of years of research and development to create an aesthetically pleasant daily moisturizing cream containing Mexoryl(TM) SX, a unique, highly stable, organic filter that is extremely protective against short wave UVA rays. As many of you know, UVA exposure poses many public health risks all year long making this an extremely significant achievement in the dermatology community and for consumers as this is the first FDA approval of a new sunscreen filter in a sunscreen formulation since 1988!(1)"

ANTHELIOS SX has also won the Good Housekeeping Good Buy Award, the InStyle Best Beauty Breakthrough Award, the InStyle Best Beauty Buy Award, one of Real Simple's Best Drugstore Beauty Buys, the Golf for Women's Skin Care Awards and was named by Latina magazine one of the "Best New Sunblocks."

About ANTHELIOS SX

ANTHELIOS SX offers exceptional protection against UVA rays, the #1 cause of skin aging. This daily moisturizing formula contains a unique combination of sun filters consisting of Mexoryl(TM) SX, Octocrylene and photo-stabilized Parsol 1789 to provide protection against UVB and UVA rays.

Innovation: Mexoryl(TM) SX is an organic, stable sun filter designed to protect skin from the short UVA waves. UVA rays constitute 95% of the UV radiation that reaches the Earth's surface year round and are known to penetrate deep within the skin and can penetrate both clouds and window panes. Experts agree that UVA accounts for up to 80% of the damage that occurs to the skin in terms of aging. And, it is important to keep in mind that UVA rays can in fact mutate DNA, which can result in the formation of skin cancers, including deadly melanoma, making it essential to protect oneself against these rays on a daily basis.

Mexoryl(TM) SX is particularly effective against short UVA waves. Unlike many other sunscreen filters that offer UVA protection, Mexoryl(TM) SX is highly photo-stable, and degrades less 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 unique stabilized combination of Octocrylene and Avobenzone (Parsol 1789), patented by L'Oreal, to provide coverage against UVB waves and long UVA waves, respectively. Mexoryl(TM) SX is designed to protect against the short UVA wave spectrum that is not covered by these other sun filters. Accordingly ANTHELIOS SX with Mexoryl(TM) SX provides exceptional sun protection daily. It should be used as a daily prevention against harmful UVA and UVB rays.

Benefits of ANTHELIOS SX: ANTHELIOS SX not only helps protect skin from sun damage to help prevent skin aging, but it is also a long lasting moisturizer with 24 hour hydration that has a light non-greasy texture. ANTHELIOS SX follows the same strict formulation charter representative of the La Roche-Posay line of products that caters to all skin conditions, even the most sensitive skin. The product is fragrance free, PABA-free, and dermatologist-tested.

ANTHELIOS SX from La Roche-Posay retails for $29.00 and is available via e-commerce, in doctors' offices nationwide and in select CVS/pharmacy locations nationwide.

(1) Mexoryl has been approved by the FDA in the Anthelios SX formula