While La Roche-Posay waits for the Sunscreen Innovation Act to approve new ingredients, the company has created a sun filter featuring an antioxidant technology to add further protection against UV rays and free radicals.

The L’Oréal-owned company, known for its sunblock, is launching Anthelios AOX Daily Antioxidant Serum with Sunscreen in April. The SPF 50 product, which is the brand’s first antiaging serum featuring sun protection and its biggest launch since 2005, delivers a cocktail of antioxidants and is said to simplify a consumer’s routine.

“While we wait for the Sunscreen Innovation Act we are forced to bring forth the approval of some extra sun filters,” said Angela Bennett, vice president of La Roche-Posay. “The public still thinks an SPF is an SPF and there is still a gap between really understanding [the benefits and necessity of wearing sunscreen].”
According to the company’s research through its medical partners, sunscreens alone can only protect 55 percent of free radicals and the damage that comes from UV rays.

The dual product, which is priced at $42, contains a complex of antioxidants (baicalin, vitamin Cg and vitamin E) and claims to correct fine lines, wrinkles, dark spots and uneven skin tone.

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“Basically, you have one single product that combines the potent power of two in one,” said Bennett. “No layering required. The mission is to develop something that people really want to wear and we’ll give them the benefits that they are seeking which goes beyond photo protection and into antiaging.”

La Roche-Posay Anthelios AOX Daily Antioxidant Serum with Sunscreen will be sold at drugstores nationwide. Although Bennett wouldn’t talk financials, industry sources estimate that it could do $1 million to $2 million at retail in its first year on shelves.

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