L’Oréal Launches My UV Patch In Australia

L’Oréal is excited to launch My UV Patch in Australia, the first flexible, ultra-thin and connectable UV sensor designed to measure sun exposure.

The wearable electronic device was developed in L’Oréal’s Technology Incubator in the US under scientist and global vice president, Guive Balooch. My UV Patch is being launched in Australia this October through La Roche-Posay, the leading sun protection brand for sensitive skin in the L’Oréal Group. The Anthelios range from La Roche-Posay offers the highest UVA/UVB sun protection.*

Designed for use by wearers young and old to measure their exposure to UV, My UV Patch is a first-of-its-kind piece of technologically-connected skin patch.

The patch is approximately the size of a 50 cent coin and just half the thickness of an average strand of hair. It is designed to be worn for up to five days, meaning wearers can sleep, exercise, shower or swim with the patch, while applying their sun protection over it to measure their UV exposure in real time.

My UV Patch works through the use of photosensitive dyes, which change colour when exposed to UV radiation, and is designed to be used in conjunction with the My UV Patch app. Users scan their patch to determine their daily exposure to UV, while the app also takes into account a wearer’s hair and eye colour, UV sensitivity, GPS location and Ozone concentration – a significant factor especially for Australian users.

“Connected technologies have the potential to revolutionise how we monitor the skin’s exposure to various external factors – including UV – and can inform consumers how to protect against them”, said Guive Balooch, global vice president of L’Oréal’s Technology Incubator.

“We wanted to design a patch that was thin, comfortable and virtually weightless so people would actually want to wear it”, he said.

Australia has the highest incidence of skin cancer worldwide, and melanoma – the deadliest form – is projected to be the 4th most common cancer in Australia this year^.

“While many Australians are all too aware of the risks of sun exposure, a recent study commissioned by La Roche-Posay examining the sun habits of more than 20,000 people across 23 countries found only 27 per cent wore consistent sun protection on their face”, said Jorn Zempel, general manager ANZ, active cosmetics division.**

“La Roche-Posay is excited to offer Australians the opportunity to actively educate themselves on their level of daily UV exposure. This is an innovation every Australian should try, whether they get their sun exposure from walking the dog, the morning commute, in the playground or on the job”, he said.

My UV Patch will be available for free from participating dermatologists, and with the purchase of La Roche-Posay sunscreen products from more than 800 pharmacies Australia-wide, including Priceline, Chemist Warehouse and Terry White Chemist chains from October, as well as online here.

*Tested to AS/NZS 2604:2012 – “Very High”

**Ipsos study – 23 countries – 19 569 interviewed persons.

^http://canceraustralia.gov.au

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