MY FIRST SHADES REACHES OUT TO CELEBRITY PARENTS
My First Shades' ultimate mission is to encourage early eye protection while raising awareness regarding the damaging effects of UV rays on children's eyes. In order to help spread awareness and increase action, My First Shades has reached out to celebrities with children.


/Fashion News Articles/ - LOS ANGELES, CA, June 27, 2008 - My First Shades' ultimate mission is to encourage early eye protection while raising awareness regarding the damaging effects of UV rays on children's eyes. In order to help spread awareness and increase action, My First Shades has reached out to celebrities with children. The initial celebrity response has been very encouraging, as these celebrity parents seem to realize that sun protection is imperative, and they have been very excited about the My First Shades products. By sending celebrity parents samples of My First Shades products, the company hopes that more people will follow in these celebrities' footsteps and protect their own children.

A recent report from the American Optometric Association highlighted the importance of UV protection for eyes. They warn that "prolonged exposure to the sun's UV rays and short wavelength light (violet and blue light) without proper protection may cause eye conditions that can lead to a variety of vision disorders" (AOA).

However, the statistics regarding parents protecting their children's eyes is rather shocking: 82% of parents make sure their children are wearing sunscreen when outdoors, but only 32% of parents tell their children to put on sunglasses as well. According to the American Academy of Pediatrics, infants and children under ten years of age are at an increased risk for retinal injury. "Children and teenagers are particularly susceptible to the sun's damaging rays because they typically spend more time outdoors than adults, and the lenses of their eyes are more transparent than those of adults" (AOA). Exposure to UV rays can lead to eye disease such as macular degeneration which scientists now believe is a leading cause of blindness in older individuals.

My First Shades is hopeful that their celebrity outreach program will help spread the message regarding the importance of sun protection for eyes, and encourage other parents to protect their children's vision.

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Dan Meyers
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