Rite Aid Expands Its Own Exclusive Rx Suncare Line with Rx Suncare Sport SPF 70 and Rx Suncare HairGuard

CAMP HILL, Pa.--(EON: Enhanced Online News)--Rite Aid today announced it will expand its own exclusive Rx Suncare line with two new products – Rx Suncare Sport SPF 70 and Rx Suncare HairGuard™. As consumers look to save money in this tough economy, all Rite Aid Rx Suncare products are priced under $10 and offer the same protection against the sun as national and specialty brands.

“Rite Aid is a wonderful partner in helping us educate the public about the importance of sun protection”

Rite Aid Rx Suncare products with a sun protection factor (SPF) carry The Skin Cancer Foundation’s Seal of Recommendation as an effective UV sunscreen. All items are fragrance free, non-comedogenic (does not block pores), provide stabilized broad spectrum protection and are supplemented by antioxidant/anti-aging vitamins.

The new Rx Suncare products – Rx Suncare Sport SPF 70 and Rx Suncare HairGuard™ – will be available in Rite Aid stores in California, Colorado, Idaho, Nevada, Oregon and Washington this month and in stores throughout the rest of the chain in April. The new products will be added to Rite Aid's online store at www.riteaid.com in April. The eight other Rx Suncare products are available now online and in all Rite Aid stores.

Rx Suncare Sport SPF 70, which carries The Skin Cancer Foundation's Seal of Recommendation, capitalizes on the growing demand by consumers for a high SPF and that at least at one time or another, almost every person will have a need for a very high SPF. For those participating in sports, Rx Suncare Sport SPF 70 is highly water and sweat resistant, and the 70 SPF gives them better protection for a longer period of time. Those who are very fair skinned, must be outside for extended periods of time, have skin cancer, are immune suppressed or may be taking medications which cause photo sensitivity also are better protected with a higher SPF.

Skin type, elevation, exposure conditions (water, snow, reflective surfaces) and length of exposure all impact the decision for the correct SPF level.

Rx Suncare Hair Guard™ is a color saver and contains a unique heat activated conditioner, providing shine with leave-in conditioners and light reflective micro particles. Equivalent to an SPF 20 on skin, it protects chemically processed hair (color, perms, straightening) from damage caused by UV exposure. UV light exposure dulls color and strips hair of amino acids, making it weak, causing color to fade and ends to split.

The Rx Suncare line includes the following products:

Rx Suncare Lip Balm Sunblock, SPF 45, .15 oz.
Rx Suncare Faces Sunblock, SPF 50, 4 oz.
Rx Suncare Advanced Protection, SPF 30, 6 oz.
Rx Suncare Advanced Protection, SPF 50, 6 oz.
Rx Suncare Sport Sunblock SPF 50, 6 oz. (highly water resistant)
Rx Suncare Sport Sunblock SPF 70, 6 oz. (highly water resistant), 6 oz. – NEW
Rx Suncare Kids Sunblock, SPF 50, 6 oz.
Rx Suncare Advanced Protection Continuous Spray, SPF 30, 6 oz.
Rx Suncare Burn Relief Mask, 6 oz.
Rx Suncare HairGuard™, 8 oz. – NEW

The SPF rating primarily indicates relative protection from erythema (skin reddening) caused by the sun’s UVB (short-wave) rays. The SPF rating is calculated by comparing the amount of time needed to produce sunburn on protected skin to the amount of time needed to cause sunburn on unprotected skin.

Sun exposure is the main cause of skin damage including sunburn, premature skin aging and most skin cancers. According to The Skin Cancer Foundation, one in five Americans will develop skin cancer in their lifetime.

The Skin Cancer Foundation Seal of Recommendation serves as a useful guide to sun protection products. It deems that regular use of these selected sun protection products, when applied properly, may help reduce skin damage due to overexposure to UV rays.

Rite Aid said the new line is part of its strategy to increase its private brand and exclusive brand offerings that offer consumers quality and value at lower prices, as well as continue to position Rite Aid as a first-choice health and beauty destination.

"Customer response to the new Rx Suncare line exceeded our expectations in 2009 and led to our introduction of two items requested by our customers – a higher SPF sport product and a hair protection product," said Bryan Shirtliff, Rite Aid Senior Vice President, Category Management. "Rite Aid again is very happy to be working with The Skin Cancer Foundation to educate and raise awareness about the risks and proper prevention of skin cancer from UV rays."

"Rite Aid is a wonderful partner in helping us educate the public about the importance of sun protection," said Perry Robins, MD, President, The Skin Cancer Foundation. "Our Seal of Recommendation program enables us to educate consumers when they are making important sun protection decisions. When they see our Seal, consumers can be confident that they are purchasing a safe and effective sun protection product."

To earn the Seal of Recommendation, each of Rite Aid’s Rx Suncare products underwent stringent laboratory testing for safety and efficacy standards, including an SPF of 15 or greater, validation of the SPF number by testing on 20 people, acceptable test results for phototoxic reactions and contact irritation, and substantiation for any claims that a sunscreen is water- or sweat-resistant.

The Skin Cancer Foundation

The Skin Cancer Foundation is committed to educating the public and medical professionals about sun safety. As leaders in the fight against skin cancer, the Foundation is the only global organization solely devoted to the prevention, detection and treatment of the world’s most common cancer. The mission of the Foundation is to decrease the incidence of skin cancer through public and professional education and research. To learn more about the Foundation and its programs, visit www.skincancer.org.

Rite Aid Corporation

Rite Aid (NYSE:RAD) is one of the nation’s leading drugstore chains with nearly 4,800 stores in 31 states and the District of Columbia with fiscal 2009 annual sales of more than $26.3 billion. Information about Rite Aid, including corporate background and press releases, is available through Rite Aid’s Web site at www.riteaid.com.