L'Oreal Paris formed an alliance with the Melanoma Research Alliance (MRA). Over the next three years, L'Oreal Paris will donate over $750,000 to the MRA to fund the new L'Oreal Paris-MRA Team Science Award, led by internationally renowned cancer researcher Dr. Meenhard Herlyn, to research ways to help prevent, cure, and treat melanoma. L'Oreal Paris will help fund the melanoma research through sales of its line of SPF sun care products, Sublime Sun. Through December 31, 2013, for every Sublime Sun product sold in the US, L'Oreal Paris will donate $1 to the MRA for the L'Oreal Paris-MRA Team Science Award, up to $250,000. 100% of the donation will go toward the research. The company also encourages individuals to test their "Skin IQ" and learn about melanoma myths and facts by visiting lorealparisusa.com/sun. To get further involved in the donation, people can also make a pledge on Facebook and Twitter to protect their skin. For each pledge from May through July 2013, the company will donate an additional $1 to the MRA, up to $10,000.