Free skin cancer screenings will be offered to the public at four malls across Israel in June as part of Skin Cancer Awareness Month, La Roche-Posay announced.
The initiative, held in cooperation with the Israeli Skin Cancer Association, will include screenings by specialist doctors in dedicated pop-up areas built inside shopping malls. The screenings will be open to the general public free of charge and will operate on a walk-in basis, with no pre-registration required.
The campaign comes as Israeli health experts continue to warn about the dangers of sun exposure, melanoma, and delayed diagnosis. The Jerusalem Post has previously reported that the arrival of summer increases concern over skin cancer in Israel, while recent Israeli research has pointed to the country’s relatively high melanoma incidence, partly linked to frequent sun exposure.
Where the free screenings will take place
The first pop-up will operate at TLV Mall in Tel Aviv from June 1-4.
A second pop-up will open at Ofer Ramat Aviv Mall from June 8-11.
The campaign will then move to Ofer HaKrayon Mall in Kiryat Bialik from June 15-18, followed by City Mall Ashdod from June 22-25.
All four locations will operate between 10 a.m. and 8 p.m.
The pop-up areas will include a clinic room where visitors can be checked for suspicious moles and spots. Visitors will also be able to receive informational materials, take part in interactive activities, and receive samples of La Roche-Posay sun protection products.
Why early detection matters
Dr. Anna Eshkol, a dermatology specialist leading the screening project, said melanoma is one of the three common skin cancers and is considered the most lethal among them.
“Every year, more than 1,400 new patients are diagnosed with melanoma in Israel, and from that moment their lives change, sometimes from end to end,” Eshkol said.
She said the most effective way to protect the skin is through “a combination of a routine periodic screening by a dermatologist, and regular use of a high-quality, broad-spectrum sunscreen.”
The importance of early checks has been a recurring theme in Israeli public-health campaigns. The Jerusalem Post previously reported on free skin cancer tests offered on Israeli beaches as part of a similar awareness effort, also emphasizing early detection and sun protection.
Public-health effort ahead of the Israeli summer
Guy Denman, CEO of the Dermo-Cosmetics Division at L’Oréal Israel, said the initiative reflects the brand’s public-health commitment alongside its sunscreen activity.
“Skin cancer is a real risk, but through early detection and smart behavior in the sun, it is possible to save lives,” Denman said.
Ron Rosenblum Winkler, CEO of the Israeli Skin Cancer Association, said the cooperation with La Roche-Posay was aimed at making screenings more accessible to the public.
“The current move allows us to expand the audiences we reach and to make skin screenings accessible right inside centers of recreation,” Rosenblum Winkler said.
Dermatologists have repeatedly stressed that sunscreen should be used properly and reapplied during the day. A recent Jerusalem Post health guide explained how much sunscreen should be applied, how often it should be renewed, and which groups face greater risk from sun exposure.