Pharmaca Integrative Pharmacy Launches Practice Safe Sun Campaign in Partnership with Own Bio-Activating Skincare and GoodGuide

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Social media campaign will educate consumers and dispel myths about safe sun care

“This partnership is a great complement to our mission of offering the safest, most effective products alongside a wealth of health information."
-Laura Coblentz, Pharmaca’s vice president of marketing and innovation

Pharmaca Integrative Pharmacy, the nation’s first and largest chain of integrative pharmacies, has announced a new partnership with Own Bio-Activating Skin Care and GoodGuide. Launching May 16, the Safe Sun Campaign will use social media to help educate consumers and answer questions about best practices in sun care.

The partnership will be launched on the Facebook pages of Pharmaca, GoodGuide and Own (;; and The page will be dedicated to education about sun care, including informational videos made exclusively for the campaign, articles by GoodGuide and Own experts, quizzes and more. The Facebook pages will also include daily sun care tips and information, and participants will be entered to win daily, weekly and grand prize drawings.

This type of education is more important than ever to help clear up confusion over sun care. The uncertainty comes over ingredients such as oxybenzone—a common factor in sunscreen—being listed among Time Magazine’s Top 10 Common Household Toxins last year. Or even recent data from the FDA that showed that retinyl palmitate, also found in some sun care products, can accelerate the development of skin cancer instead of prevent it. People want to know which types of sunscreen are best, how often to use it and whether their favorite sunscreen is safe.

“We’re looking forward to demystifying this issue by leveraging the experts at GoodGuide and Own,” said Laura Coblentz, Pharmaca’s vice president of marketing and innovation. “This partnership is a great complement to our mission of offering the safest, most effective products alongside a wealth of health information that allows our customers to choose the best product for them.”    

Experts will help lay out guidelines for proper sun care, and cover unusual facts such as the following:

  •     SPF 15 means you can stay in the sun generally 15 times longer than without sunscreen protection.
  •     “Water-resistant” sun care products maintain their SPF level for 40 minutes of water exposure. “Waterproof” means 80 minutes.
  •     Most people only apply 25-50 percent of the recommended amount of sunscreen, which is one ounce, or enough to fill a shot glass.

Only Facebook fans of Pharmaca, GoodGuide or Own will have access to the educational events and materials. By participating in the campaign, fans will be eligible on a daily basis to win Own Sun Care products, as well as the grand prize that will be announced on June 30: a $250 gift card valid at any Pharmaca retail location.

About GoodGuide
GoodGuide helps consumers make healthy, sustainable shopping decisions by scientifically rating products based on their health, environmental and social performance. Founded in 2007 by a UC - Berkeley professor, GoodGuide's team of scientists has rated more than 100,000 consumer products in categories such as personal care, food, household cleaning, baby products, apparel and appliances.

Users find GoodGuide's product ratings on, its partner websites, and through GoodGuide's award-winning mobile app that enables consumers to scan product barcodes to instantly view ratings while shopping. In 2010, GoodGuide was named to the "Fast Company 50" recognizing it as one of the world's most innovative companies.

About Own Bio-Activating Skin Care
Own was founded when former method CEO, Alastair Dorward, set out to redefine how we renew and treat our skin. Own combines patented scientific research with natural ingredients and a “no nasty” stance to deliver bio-activating skincare regimens in anti-aging, acne treatment, sun care and lip therapy. Own Bio-Activating Skincare works naturally at a deeper, cellular level to boost your body’s own defense mechanisms, making it more effective than surface-only treatments.

About Pharmaca Integrative Pharmacy
Pharmaca Integrative Pharmacy Inc., founded in June 2000 and based in Boulder, Colo., is the nation’s first integrative pharmacy chain offering traditional prescription-filling services alongside natural and complementary health solutions. The company owns 23 pharmacies in California, Colorado, New Mexico, Oregon and Washington, and has a robust online retail and educational presence.


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