La Roche-Posay launches new ultra light sunscreen fluid

NEW YORK — La Roche-Posay, the company that brought the Anthelios sunscreen franchise and the first-ever “Shaka-Shaka” fluid to the United States, has announced the availability in July of its new Anthelios Mineral ultra light sunscreen fluid SPF 50.

The brand’s new sunscreen offers 100% mineral UV protection down to the cellular level in a lightweight formulation and non-whitening texture with high UVA/UVB protection (PFA 21/SPF 50).

For the first time, La Roche-Posay combines a mineral sun filter and antioxidants in a patent-pending formulation. The first line of defense is a UV filtering system featuring a blend of titanium dioxide (TiO2) that is designed to offer long-lasting, broad-spectrum protection with advanced efficacy against UVA rays, according to the company.

The second line of defense features Cell-Ox Shield, a patent-pending antioxidant complex featuring Senna alata. This plant extract, indigenous to tropical regions, has a self-defense mechanism to protect against cell damage and helps protect skin from environmental aggressors, the company stated. The formula offers advanced UVA protection in a 100% Titanium Dioxide “Shaka-Shaka” fluid that leaves skin feeling hydrated with a matte finish.
 
“La Roche-Posay found that more and more consumers, not just those with sensitive skin, are looking for mineral versus chemical sunscreens,” stated Yannick Raynaud, GM for La Roche-Posay USA. “For those who desire a 100% mineral UV protection yet equally efficacious, high broad spectrum alternative, La Roche-Posay created Anthelios 50 Mineral, a sunscreen with SPF 50 and high UVA protection that is completely free of chemical filters and tested safe for even sensitive skin.”

Anthelios 50 Mineral sunscreen from La Roche-Posay has a suggested retail price of $31.95, and is available in July at select CVS/pharmacy, Duane Reade and Walgreens locations.

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