La Roche Posay: The Life Saving Routine

In a recent study, scientists from the International Agency for Research on Cancer (IARC) predicts that the number of new cases of cutaneous melanoma per year will increase by more than 50% from 2020 to 2040. With skin cancer diagnosis on the rise around the world, La Roche-Posay is pushing education initiatives globally, such as learning the life-saving ABCDE method to identify the signs of melanoma. And because the latest numbers are especially alarming in Mexico (with an increase of up to 250% melanoma cases - five times the global average), the brand decided to launch an educational initiative with a unique campaign. Only 3.9% of Mexicans report having their moles examined at least once a year. Melanoma can be deadly but is 95% treatable if detected early, so the campaign is set out to fill a critical awareness gap through education. Knowing that younger generations are digitally connected and deeply engaged with beauty content, La Roche-Posay collaborated with some of Latin America’s celebrity beauty creators to bring a life-saving message into the routines their audiences trust most. Most people don’t know the letters. And they are as easy as ABCDE. At a one-of-a-kind masterclass hosted by renowned dermatologist Paola Castañeda Gameros, influencers were introduced to the ABCDE method, a worldwide clinical tool that helps identify the five key signs of melanoma: Asymmetry, Border, Colour, Diameter, and Evolution. The creators were then invited to do what they do best: post beauty tutorials on their socials. But instead of the traditional beauty marks they often can put on - such as freckles or dark spots - they applied moles specifically modelled on the warning signs of melanoma.