L’Oreal Exec’s Personal Battle with Melanoma Led to Sunscreen Ads
Posted in: Uncategorized
Danielle Macaluso was a 30-year-old communications executive for L’Oreal Paris working on the launch of a sun-care product line three years ago when she made a discovery close to home professionally and personally a mole that turned out to be melanoma.
Fortunately, treatment worked for the VP-communications of L’Oreal Paris, who is in remission. But her experience led her to realize how big an issue melanoma is as the third most common and one of the fastest-growing cancers in the U.S., with incidence having tripled in 30 years.
Her story became the impetus for L’Oreal Paris to lend its decades-old tagline to the It’s THAT Worth It public-service announcement campaign, in partnership with the Melanoma Research Alliance, with work from L’Oreal’s ad agency McCann and PR shop TogoRun. Ms. Macaluso appears in the campaign alongside some big-name talent, including Eva Longoria, Lea Michele and Diane Keaton.
Post a Comment