La Roche-Posay, a leading dermatological skincare brand, has joined forces with the prestigious Miami Open presented by Itaú as the official sunscreen partner. The partnership aims to raise awareness about the importance of daily sun protection practices, especially for individuals engaged in outdoor activities where exposure to harmful ultraviolet radiation is high, consequently increasing the risk of skin cancer.
Scheduled to take place from March 17 to March 31 at the Hard Rock Stadium in Miami Gardens, Florida, the Miami Open is recognized as one of the three distinguished 1000 series combined tennis tournaments worldwide, spanning a two-week period. La Roche-Posay’s involvement in the event will be marked by the presence of a Sun Safety Booth located in the Tennis Oasis within the Palm Court area near Court 6. Additionally, two sampling kiosks strategically positioned at key entry points will offer sunscreen to players and staff on-site. Attendees will also have the opportunity to purchase La Roche-Posay products at the Tennis Plaza retail store situated under the Itau Personnalite Lounge in the South Plaza throughout the tournament.
Guillaume Monsel, Vice President of Marketing at La Roche-Posay, expressed enthusiasm about the collaboration, emphasizing the brand’s commitment to enhancing the quality of life through dermatological skincare. Monsel highlighted the educational aspect of the partnership, aiming to inspire individuals to prioritize sun-safe behaviors, particularly while engaging in outdoor pursuits such as enjoying world-class tennis matches at the Miami Open.
Josh Ripple, Senior Vice President of Tennis Events at IMG, echoed Monsel’s sentiments, underlining the significance of sun protection for players and spectators alike. Ripple welcomed La Roche-Posay to the Miami Open family, emphasizing the brand’s contribution towards enhancing the overall tournament experience.
The sponsorship of the Miami Open aligns with La Roche-Posay’s 2024 sunscreen campaign, “Every Day Is A Sunscreen Day,” which underscores the importance of daily sun protection to combat the alarming statistics related to skin cancer. Partnering with U.S. tennis professionals Frances Tiafoe and Madison Keys, along with board-certified dermatologist Dr. Mamina Turegano, the campaign seeks to raise awareness about sun-safe practices, emphasizing the critical role of sunscreen use in reducing the risk of skin cancer, the most prevalent form of cancer in the United States.
To celebrate this collaboration, the Miami Open will host a dedicated La Roche-Posay day on March 22nd during both day and evening sessions. The event will feature engaging activities, free product giveaways, on-court promotions, and an honorary coin toss to kick off the evening play, reinforcing the message of sun safety and promoting the brand’s mission of making Every Day A Sunscreen Day.
For more information about La Roche-Posay and its range of sun protection products, please visit Sunscreen | La Roche-Posay