FOR IMMEDIATE RELEASE
FEBRUARY 2010

TRACTENBERG& CO.
JACKIE SANDS
EMILYMARNELL
212.929.7979

THINK: 100% natural, chemical-free sunscreen for maximum UVA/UVB protection.

WHAT IT IS: A smart alternative to standard sunscreens. When it comes to sunblock, everyone wants the best possible protection — but few consumers know how to find it. From SPF ratings to UVA versus UVB protection, there seem to be almost as many measurements as there are options. As Europe’s best-selling green beauty brand, Lavera developed its unparalleled sunscreens according to Europe’s strict regulations and the highest natural standards, bringing U.S. consumers a uniquely safe, effective, and natural sunscreen option.

While the majority of sunscreens claim to offer “broad-spectrum” UVA and UVB protection, the U.S. requires that the SPF rating only measure the level of UVB protection. Though shielding skin from UVB rays is essential—the harmful rays penetrate the upper layers of the skin and cause sunburn — UVA rays constitute 98.7% of the total UV rays emitted by the sun and deeply penetrate the skin to cause skin cancer, aging, and collagen damage. New European regulations require that sunscreens provide UVA and UVB protection in a 1:3 ratio, effectively ensuring that at least a quarter of the total protection offered shields skin from harmful UVA rays. Because the U.S. has yet to follow suit, American consumers are left guessing when it comes to the level of UVA protection; however, Lavera sunscreens in the U.S. conform to the European standards, providing options consumers can feel confident about.

Lavera’s 100% natural sunscreens are also mineral-based, offering myriad advantages over chemical-based alternatives. Mineral sunscreens build a physical protective layer on the skin’s surface, providing immediate protection against UVA and UVB rays. Synthetic sunscreens, on the other hand, are absorbed into the skin and body and take 20-30 minutes to shield skin—and typically only from UVB rays. Furthermore, the same artificial ingredients that penetrate the skin have been linked to allergic reactions and hormonal imbalances. Lavera sunscreens are free of these harmful synthetics as well as Parabens, emulsifiers, petroleum, Phthalates, Lead, synthetic preservatives and fragrances. Instead, the formulas are blended with biodegradable ingredients for protection that’s gentle on the skin, body, and earth.

The Lavera sun collection available at Target and Ulta include:

  • Baby & Children Sun Screen SPF 20: Protect delicate skin from the sun and chemicals at the same time. This pediatrician-recommended, waterproof formula is baby-safe, gentle and chemical-free offering UVA, UVB and UVC protection. Activates immediately upon application.100% biodegradable to keep the planet healthy too.
  • Anti-Aging Sun Screen SPF 15: This ultra-light daily moisturizer offers instant UVA and UVB protection for the face. Ideal for all skin types, the transparent formula provides the perfect makeup primer. Witch Hazel essences and Licorice extract sooth irritation, while Hyaluronic Acid and Aloe Vera gel provide deep hydration. Concentrated levels of Vitamins E and C, beta-carotene and unsaturated fatty acids provide additional protection.
  • Self Tanner for Body: Self-tanner doesn’t have to be synonymous with chemicals—this natural, healthy formula provides safe, natural looking color without harmful ingredients or sun exposure. Organic soy extracts infuse skin with a subtle glow, while sugar extracts ensure a smooth, streak-free application and natural, even results. Organic Jojoba oil, Calendula, Aloe Vera and Rose water provide moisturizing benefits.

WHERE TO FIND: Available at most Target stores, target.com, Ulta and Lavera.com

WHAT THEY COST: $24.99 each

FOR MORE INFORMATION, IMAGES OR SAMPLES:
JACKIE SANDSEMILY MARNELLTRACTENBERG & CO.
212.929.7979