EltaMD goes big on skin cancer awareness month.

The sun care brand, which had one in every of skincare’s best-selling units in prestige beauty last 12 months with UV Clear Broad-Spectrum SPF 46, is kicking off the sun season with a latest launch and a latest campaign starring Bravo’s Andy Cohen within the buff.

The brand unveiled the AOX Mist on May 1, on the primary day of skin cancer awareness month. It’s a mineral sunscreen and retails for $45. In line with the brand, it was the most important launch on EltaMD’s website — where it retails currently — within the brand’s history, and was the second top-seller behind its hero UV Clear range.

“We knew we had a void in body sprays, and we worked hard to get this back in time for the body season — there may be seasonality particularly with body,” said Joanna Zucker, chief executive officer of CP Skin Health. “We do see an enormous spike in body sunscreen or larger sizes, in addition to water-resistant sunscreens from April to August.”

Industry sources expect the product’s sales to hit between $8 million and $10 million in its first 12 months available on the market. Zucker didn’t comment on the estimates, but did say she expected “it’ll propel us to be really high up within the body care category as well.”

The formula also includes vitamins C and E, housed in a bag-in-valve technology as a substitute for aerosols. The launch coincides with its latest campaign, fronted by Cohen, a skin cancer survivor. For each tag within the comments on Cohen’s post, the brand will donate one bottle of sunscreen to the Melanoma Research Foundation, an effort that coincides with Zucker’s own battle with melanoma.

“My melanoma was not brought on by the last 10 to fifteen years, it was brought on by what I did between the ages of 15 and 25, like when I assumed it was smart to go to a tanning salon,” Zucker said. “As a mother and as a chief executive officer of a sun care brand, I’d say now we have to get awareness among the many younger generation who desires to be tan and look good. We owe it, because the industry leader, to be doing that.”

Educational campaigns just like the one with Cohen are key. “An astonishing percentage of Americans still don’t incorporate sunscreen as a part of their each day care,” said Dr. Cynthia Price, the dermatologist who treated Zucker. “In consequence, more individuals are diagnosed with skin cancer annually within the U.S. than all other cancers combined, and two people die of the disease every hour.”

Zucker admits she was one in every of those people. “I didn’t wear sunscreen before the age of 35 on my face on daily basis and the damage was done,” she said. “I’m grateful I used to be within the hands of unbelievable doctors and now hopefully I can spread the word that it could actually occur to anyone.”