How La Roche-Posay USA is transforming skin cancer awareness with free screenings at racing fan fest in Miami

In a major push to raise national awareness about skin cancer, La Roche-Posay USA has launched its 2025 Skin Cancer Awareness Month initiative by offering free public skin checks at the Racing Fan Fest in Miami. This initiative marks the brand’s deepening commitment to skin health and sun protection in the United States, where rising ultraviolet (UV) exposure levels and increasing skin cancer rates are driving new public health concerns.

The screenings, held on May 3 and 4 at the Wynwood Marketplace, are being offered in partnership with certified dermatologists. Visitors are not only receiving expert evaluations for early signs of melanoma and non-melanoma skin cancers but also free sunscreen samples of the brand’s new Anthelios UV Pro Sport product. Timed to coincide with Melanoma Monday, the launch event strategically places preventive care in the spotlight when public awareness is at its seasonal peak.

The campaign reinforces a core belief that La Roche-Posay USA has championed for over 15 years: that early detection and consistent sun protection are the most effective tools to combat the rising tide of skin cancer in America.

What Is the Significance of the Save Our Skin Campaign?

At the heart of La Roche-Posay USA’s public health efforts is its SOS – Save Our Skin campaign. This annual initiative has educated millions about the dangers of UV radiation and the necessity of making sun protection a daily habit. The program is particularly impactful because it emphasizes practical, accessible steps like annual skin cancer screenings and broad-spectrum sunscreen use.

Since 2010, La Roche-Posay USA has performed over 540,000 complimentary screenings across the country, helping people detect suspicious moles and skin changes early—long before they develop into advanced cases. With skin cancer being the only form of cancer visible to the naked eye, this approach aligns both with medical guidance and public health efficiency.

The campaign’s key messages—such as “Every Day is a Sunscreen Day” and “Don’t Skip Your Skin Check”—are designed to integrate preventive habits into everyday life. This year’s activations aim to further normalize these practices, especially among outdoor enthusiasts attending high-traffic events like Racing Fan Fest.

How Does Anthelios UV Pro Sport Fit into This Year’s Strategy?

A central feature of the 2025 campaign is the brand’s promotion of Anthelios UV Pro Sport, a dermatologist-tested sunscreen tailored for endurance, sweat, and sun exposure. This new product showcases La Roche-Posay’s evolving innovation in UV protection technology, a category in which it has consistently led the skincare market.

By offering product samples directly at the event, La Roche-Posay is reinforcing its broader message: that sun protection should be practical, easy to access, and integrated into an active lifestyle. Anthelios UV Pro Sport supports that message with a water-resistant, non-greasy formula developed specifically for prolonged outdoor use—perfectly aligned with the Racing Fan Fest’s demographic.

The combination of real-time screenings and free sunscreen distribution reflects a dual approach: immediate detection and long-term prevention.

What Role Does Celebrity Advocacy Play in La Roche-Posay’s Campaign?

Amplifying the initiative’s visibility this year is prominent gaming personality Tyler ‘Ninja’ Blevins, who has publicly shared his personal experience with melanoma. With over 74 million followers across platforms, his endorsement introduces La Roche-Posay’s message to a digitally native and younger audience.

This partnership reflects a growing trend of skincare brands moving beyond traditional marketing and into personalized, influencer-driven advocacy. For La Roche-Posay USA, aligning with figures who have lived through skin cancer helps humanize the disease and break down cultural taboos surrounding sun safety and skin health.

How Is the Brand Supporting Broader Cancer Care in 2025?

This year’s campaign is also tied to La Roche-Posay USA’s philanthropic partnership with the American Cancer Society. For every screening completed during the summer of 2025, the brand will donate $5 to the ACS’s Hope Lodge program, up to a total of $25,000. Hope Lodge provides free accommodation to patients and their caregivers undergoing cancer treatment away from home—a critical service for families navigating intensive therapies.

This layer of charitable engagement elevates the brand’s initiative beyond awareness alone, positioning La Roche-Posay USA as an active participant in cancer support ecosystems.

What Sets La Roche-Posay Apart in the Skincare Industry?

Globally recommended by over 100,000 dermatologists, La Roche-Posay is known for its research-driven product line designed for sensitive and vulnerable skin types. Its formulations are based on strict safety standards and feature La Roche-Posay Thermal Spring Water, a natural antioxidant-rich ingredient sourced from the brand’s dermatological centre in France.

With over 750 clinical studies and 25 years of skin research, the brand has carved a niche in evidence-based, dermatologist-recommended skincare. In the U.S., its products are readily available at leading retailers like CVS, ULTA, Target, Walgreens, and Rite Aid, and also on e-commerce platforms including Amazon, Dermstore, and SkinStore.

This accessibility aligns with the brand’s mission to provide science-backed skincare solutions without barriers of cost, location, or skin type.

While La Roche-Posay itself is not publicly listed, it is owned by the L’Oréal Group, one of the world’s largest personal care companies. L’Oréal’s consistent market performance and focus on Environmental, Social, and Governance (ESG) principles have made it a favourite among institutional investors.

Analysts maintain a “Buy” rating on L’Oréal stock, citing its continued expansion in dermatological skincare, increased digital penetration, and strong brand performance across its portfolio. Campaigns like Save Our Skin—especially when tied to public education, scientific innovation, and community outreach—are seen as strategic assets in a competitive and highly regulated market.

The market response to L’Oréal’s growing focus on healthcare-aligned brands has been positive, with increasing investor attention on its sustainability efforts and public health alignment.

As UV radiation becomes an increasingly year-round threat due to climate-related shifts, public health experts expect skin cancer screening and sun safety education to grow in urgency and scale. La Roche-Posay’s integrated approach—pairing early detection with protective innovation and digital storytelling—positions it well for leadership in this evolving space.

With future activations likely to expand into other lifestyle verticals such as fitness, gaming, and music festivals, the brand’s ability to merge clinical expertise with pop culture relevance continues to drive its visibility and trustworthiness.

Whether through sunscreen technology like Anthelios UV Pro Sport, influencer partnerships, or data-backed dermatology, La Roche-Posay USA is not only elevating the conversation around skin cancer prevention—it is changing the public’s access to it.