Pharmaca Integrative Pharmacy is teaming up with Own Bio-Activating Skin Care and GoodGuide in a campaign to raise public awareness of sun protection.


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Pharmaca enlists social media to promote sun care

May 17th, 2011

BOULDER, Colo. – Pharmaca Integrative Pharmacy is teaming up with Own Bio-Activating Skin Care and GoodGuide in a campaign to raise public awareness of sun protection.

The pharmacy chain said Tuesday that the effort, dubbed the "Safe Sun Campaign," will use social media to help educate consumers and answer questions about best practices in sun care.

Launched this week, the initiative appears on the Facebook pages of Pharmaca (facebook.com/pharmaca), GoodGuide (facebook.com/GoodGuide) and Own (facebook.com/ownproducts). The pages will be dedicated to education about sun care, including informational videos made exclusively for the campaign, articles by GoodGuide and Own experts, quizzes and more. In addition, the Facebook pages will include daily sun care tips and information, and participants will be entered to win daily, weekly and grand prize drawings.

"We're looking forward to demystifying this issue [of sun care] by leveraging the experts at GoodGuide and Own," stated Laura Coblentz, vice president of marketing and innovation at Pharmaca, which has 23 stores in California, Colorado, New Mexico, Oregon and Washington. "This partnership is a great complement to our mission of offering the safest, most effective products alongside a wealth of health information that allows our customers to choose the best product for them"

According to Pharmaca, experts will help lay out guidelines for proper sun care and cover unusual facts such as the following: SPF 15 means you can stay in the sun generally 15 times longer than without sunscreen; "water-resistant" sun care products keep their SPF level for 40 minutes of water exposure, while "waterproof" means 80 minutes; and most people only apply 25% to 50% of the recommended amount of sunscreen, which is one ounce.

The drug chain said only Facebook fans of Pharmaca, GoodGuide or Own will have access to the educational events and materials. By participating in the campaign, fans will be eligible on a daily basis to win Own Sun Care products, as well as the grand prize that will be announced on June 30: a $250 gift card valid at any Pharmaca retail location.

An online tool, GoodGuide helps consumers make healthy, sustainable shopping decisions by scientifically rating products based on their health, environmental and social performance. GoodGuide's team of scientists has rated more than 100,000 consumer products in categories such as personal care, food, household cleaning, baby products, apparel and appliances. Meanwhile, Own provides bio-activating skin care regimens in anti-aging, acne treatment, sun care and lip therapy.

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