SOURCE: Sierra Summits

February 19, 2009 10:00 ET

Powerful Sunscreen From Sierra Summits Becomes First Sunblock to Earn Noteworthy Seal of Approval From Melanoma International Foundation

Seal of Approval Signifies That All Sierra Summits Sunscreen Products Meet Stringent Clinical Tests and Offer Effective Sun Damage Protection

RENO, NV--(Marketwire - February 19, 2009) - At a time when incidence of melanoma is growing more quickly than any other cancer in the world, consumers are becoming increasingly concerned about protecting their skin from sun damage. Yet startling reports from the Environmental Working Group show that four out of five sunscreens are falling short, providing inadequate sun protection and exposing skin to harsh chemicals, and it's predicted that by 2010, one in 50 people worldwide will have melanoma. Melanoma International Foundation (MIF), an organization committed to educating the public about the risks of melanoma and supporting current patients, has taken the guesswork out of the sunscreen purchasing process with its MIF Seal of Approval, which serves as a recommendation of the product's clinically-proven, superior UV protection. Sierra Summits Skin Products is the first sunblock to earn MIF's prestigious endorsement.

To earn the seal, products must undergo rigorous independent testing and demonstrate a high level of effectiveness in protecting against melanoma-causing effects of ultraviolet (UVB and UVA) radiation. Sierra Summits submitted results from strict third party tests that analyzed SPF value, critical wavelength and Star rating. Under the FDA-proposed Star system, Sierra Summits is classified as offering "high protection." Following testing, clinical analysis and verification of test results, the product is reviewed by an eight-person committee, including physicians, melanoma experts and MIF staff.

"Not all sunscreens are created equal," said Lisa Newcomb, national director of MIF. "Products carrying the Melanoma International Foundation Seal of Approval have been independently tested by a laboratory and approved by MIF's review committee for having quality ingredients. Your best defense against skin cancer and melanoma is wearing sun-protective clothing, seeking shade during the sun's peak hours of 10 a.m. to 4 p.m. and properly applying an effective sunscreen like Sierra Summits."

"Choosing a sunblock shouldn't be complicated," said Jennifer Rice, Sierra Summits founder and CEO. "Our sunblock was specifically designed to provide the strongest full-spectrum UVA and UVB protection, and the Melanoma International Foundation's Seal of Approval demonstrates that Sierra Summits delivers superior clinical protection. And its formula is gentle enough for even sensitive skin, with no ingredients known to cause skin reactions."

"We are enthusiastic about partnering with the Melanoma International Foundation," added Rice. "As a small business, our strength is in the quality of our product and the people behind it. Sierra Summits is proud to have the support of MIF as we continue to make our mark in the fight against skin cancer."

Sierra Summits High Altitude Adventure Sunscreen is ideal for outdoor activities year round and is offered in eco-friendly refillable and reusable tubes through select retail and specialty sporting goods stores and various online retailers, including the company's online store at www.sierrasummits.com.

Sierra Summits protects against both UVA and UVB radiation through its unique combination of natural sun blockers. It is one of the only products on the market that is formulated to meet the unique demands of high-altitude exposure to sun and provide protection during activities on water and snow. Its lightweight, hypoallergenic formula is dermatologist tested and available at an affordable price. For more information about melanoma, early detection and advocacy, please visit www.melanomaintl.org.

About Sierra Summits

Sierra Summits is a small, independent, woman-owned skincare company based in Lake Tahoe in the Sierra Mountains. Sierra Summits specialty products include High Altitude Adventure Sunscreen, 4Paws (soothing and healing balm for dogs' paws), Adios (natural bug repellent), TrailHealer (natural healing balm for scrapes, contusions and abrasions) and therapeutic lip ointment. The company produces eco- and budget-friendly bulk packaging for easy refill options all year long. Sierra Summits sunblock is the first sunscreen to receive the Melanoma International Foundation's Seal of Approval. Sierra Summits products are available online at www.sierrasummits.com and at select retail stores throughout the country.

About Melanoma International Foundation

The mission of the Melanoma International Foundation is to ease the burden and bring hope to the journey of melanoma through patient support, early detection education and advocacy. We provide hope and guidance to melanoma patients and families by empowering them with correct up-to-date information. We are on the cutting edge of creating and supporting the most effective melanoma programs for the prevention, early detection, and treatment of melanoma. More information about the Melanoma International Foundation's work can be found at www.melanomaintl.org.

EDITOR'S NOTE: For product samples, interviews with Sierra Summits' founder, or MIF experts, detailed information and photographs, please contact Karmina Zafiro, kzafiro@finemanpr.com, or Emily Dulcan, edulcan@finemanpr.com, (415) 392-1000.

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