Shady Day Sunscreen Receives Another Honor, Expands Product Line Just in Time for Summer

NEW YORK--(BUSINESS WIRE)--Shady Day Inc., the company that combined high-quality sunscreen protection with mess free wipe-on application, today announced that its Shady Day Daily Sun Protection Wipes SPF 30 have received an Honors Award in the 2008 National Parenting Publications Awards (NAPPA) Parenting Resources competition. The award is the latest in a succession of honors for Shady Day including being named Best New Sunscreen by Luxury Spa Finder in 2007 and Best New Cosmetic Product at the Extracts Beauty and Wellness meeting in 2006.

The company said it will immediately feature the 2008 NAPPA Honors seal on its Daily Sun Protection 15-count flat packs and individually wrapped wipes, as well as on the Shady Day website (www.shadydayinc.com).

The 2008 NAPPA Family Resource Honors Award recognized Shady Day Sunscreen Wipes as a best choice in the All Families category, encompassing both children and adults. In addition to being water resistant, paraben-free, non-comedogenic and rich in antioxidants, Shady Day’s mess-free wipes make it easy to apply and re-apply sunscreen to even the smallest, squirmiest child. And Shady Day’s unique formulation eliminates the sticky, itchy feeling found with other sunscreen sprays and creams.

“We are thrilled to be recognized by such a prestigious organization,” said Jennifer ODell, President of Shady Day. “As a company started by two moms to make life easier for all moms, it’s especially gratifying to know that real parents and child care experts see the value in making sun protection easier and more effective for the entire family. That is what Shady Day is all about: enjoying the sun, while respecting it as well.”

The NAPPA announcement comes on the heels of the introduction of two new Shady Day products: Shady Spray SPF 30, a quick-drying, oil-free, spray-on formulation with a cooling aloe base that is also designated eco-friendly, and Shady Kiss, an SPF 30 lip balm made with an all natural moisturizing formula that is colorless and flavorless. Like all of Shady Day’s products, both Shady Spray and Shady Kiss are free of anti-irritants which may compromise skin’s environmental defenses.

“With the addition of Shady Spray and Shady Kiss to our complete line of sunscreen wipes and sticks - there is no reason anyone should be without Shady Day, any day,” said Vice President, Rita Vescera. “Sun protection needs to be a daily priority for everyone, not just a summer-time or weekend habit. Our goal is to make sun protection as easy and care-free as possible, so there will be no excuses.”

Skin Cancer is a national epidemic -- with more than 11,000 people expected to die of Melanoma in the U.S. this year, and incidence on the rise. One in five Americans will develop skin cancer in the course of a lifetime, and more than 90 percent of all skin cancers are caused by sun exposure. For children, the risks are especially high, because just one blistering sunburn can double the risk of skin cancer later in life. Studies have also shown that early sun-safety education and consistent use of sunscreen can instill life-long, beneficial habits among children, protecting them from the sun’s harmful UV rays.

The best way to prevent cases of melanoma in the future is to start now! Habitual use of products like Shady Day can decrease the risk of developing skin cancer later in life. Shady Day products, including Shady Spray, Shady Kiss, Sun Protection Wipes and Face Sticks are available at retailers nationwide such as Saks Fifth Avenue (www.saks.com), Ulta (www.ulta.com), Beauty Brands and Douglas Cosmetics.

For New Yorkers, Shady Day is carried in Ricky's NYC stores in Manhattan and Long Island. California residents can visit Pure Beauty stores to find Shady Day's full line of products.

About NAPPA

The National Parenting Publications Awards (NAPPA) competition was created in 1990 to review children’s media. It has since expanded into two divisions:

• Children’s Products—including toys; music; software/video games and Web sites; books and magazines; DVDs; and storytelling/spoken-word recordings.
• Parenting Resources—including books, CDs, DVDs, maternity and baby gear, safety products, Web sites and a wide range of innovative products that make parenting easier.

When parents see the NAPPA seal, they know they can expect a high-quality, safe, useful and expert-approved product. NAPPA is administered by Dominion Parenting Media, a division of Dominion Enterprises. For more information, visit www.NAPPA.Parenthood.com.

About Shady Day:

Created by two health-conscious moms and with the help of a leading dermatologist, the Shady Day product line is one of the first to combine SPF with ease -- answering the call for hassle-free sun protection and all natural, high quality ingredients. Shady Day products, including Shady Spray, Shady Kiss, Sun Protection Wipes and Face Sticks are available online at www.shadydayinc.com and at retailers nationwide.

For more information, product samples or interviews, contact Jennifer Burke Labriola at burkepr@gmail.com or 203-405-1479.