CVS and Walgreens — longtime rivals on street corners across America — are putting competition aside to promote sun care safety, joining forces with other major retailers for a common cause.
The nation’s biggest drugstore chains are joining Ulta Beauty, Meijer, Hy-Vee, several dermatologists and The Skin Cancer Foundation to support an unbranded campaign called Sun Responsibly. The concept emerged from L’Oréal’s Dermatology and Retail Alliance event when retailers called for a unified approach to amplify the need for greater sun safety.
Damien Favre, the newly minted president of L’Oréal Dermatological Beauty, L’Oréal USA, emphasized how the campaign aligns with the division’s mission to pioneer sustainable and life-changing dermatological solutions for all. “But this campaign goes beyond innovative product development,” he said. “LDB is championing collaboration between dermatologists and retailers to ensure expert skin health guidance to address this public health concern and contribute to skin cancer prevention.”
Gina Daley, assistant vice president integrated health at L’Oréal Dermatological Beauty, added, “The U.S. health care system spends $8.9 billion per year treating skin cancer. Recognizing the limited accessibility to dermatologists and their expertise, we need supplemental channels to promote the importance of daily sun protection.” The creative will be previewed Friday at the American Academy of Dermatology Annual Meeting in Orlando, Fla.
The campaign spans social media and retail stores, and is receiving support from The Skin Cancer Foundation. “By leveraging media, social platforms and a strong presence in doctors’ offices, we aim to maximize the reach of the Sun Responsibly message,” Daley said. The goal is to inspire brands beyond CeraVe and LaRoche-Posay to join the movement, as well.
Penny Coy, Ulta Beauty’s senior vice president, merchandising, skin care, body care, hair care and wellness was an early adopter. “When we first learned about the Sun Responsibly campaign from our partners at L’Oréal, we knew it was going to become a powerful and unifying initiative to spread research-backed information on sun protection,” she said.
Carolina Howski, senior director, divisional merchandise manager, beauty at Walgreens added, “All retailers and dermatologists agree on this opportunity to educate people on the benefits of protecting their skin from the sun.”
Michelle LeBlanc, vice president of merchandising for beauty, personal care and Hispanic Center of Excellence at CVS Health, said the campaign dovetails with its efforts such as removing products with an SPF below 15 and eliminating parabens, phthalates and the most prevalent formaldehyde-releasing preservatives from CVS Store Brand product lines. “It’s a powerful yet simple message: Sun Responsibly. Just two words that help encourage everyday sun protection and foster lifelong sun safety habits,” she said.
Rather than scare tactics, the initiative presents the positives of safely enjoying the sun. “The Sun Responsibly campaign emphasizes it is possible to enjoy a sunny day while still taking care of your skin,” said dermatologist Clifford Perlis.
According to The Skin Cancer Foundation, one in five Americans will develop skin cancer by the age of 70; more than two people die of skin cancer in the U.S. every hour, according to Deborah S. Sarnoff, MD, and president of the foundation.
“In a world where misinformation around health topics is common, this united effort allows us to combat potential confusion on a wider scale and show up as one voice to make a clear, meaningful impact on consumers,” LeBlanc said.
The falsehoods spread on social include everything from using SPF as a contouring technique to suggestions sun protection causes rather than prevents cancer.
“The craziest misconception is thinking you don’t need to wear sunscreen every single day. But you do — even on cloudy days, UV rays can reach your skin and cause damage,” said Walgreens’ group vice president, general merchandise manager, health and beauty Heather Hughes.
Sun care is a strong performer across trade channels, but there is money left on the table. According to Circana, mass market sun care sales hit $2.5 billion in 2024, up 3 percent; prestige sales jumped 11 percent to $539.3 million. Retailers said that education surrounding consistent and year-round usage can propel sales.
Retailers have plans to amplify the campaign. “From May to July, customers can expect to see the ‘Sun Responsibly’ campaign come to life in Walgreens stores and digital channels. Signage will be displayed in beauty aisles and in all stores with beauty and wellness consultants, helping to reinforce the importance of sun protection,” Howski said.
Ulta will highlight key researched-backed insights and efficacious SPF solutions from La Roche-Posay, to reinforce the importance of daily sun protection. “We’ll also integrate some key messages from the campaign into our sun care display throughout the summer months, which will house our top SPF products across multiple brands, in addition to digital amplification across our owned channels,” Coy said.
“Our hope is that sun responsibility becomes a movement, not just a seasonal campaign,” she said.
