RENO, NV—If you think now is the time to sideline your sunblock, think again. Head to the mountains this fall or winter and you could get burned twice as fast as you do at the beach.

Sunburn risk can be even greater in winter

According to the American Academy of Dermatology (AAD), UVA rays from the sun increase exponentially with altitude and can be significantly more damaging in the mountains than at sea level.

“During the winter, even cautious outdoor enthusiasts may unknowingly put their skin at risk by leaving it unprotected or under protected,” said Sierra Summits’ founder and CEO Jennifer Rice, PA. “Cool weather may lull people into thinking they don’t need sunscreen when, in fact, UV rays are intensified by snow and high altitudes.”

Snow reflects 80 percent of UV rays and UV intensity increases by 10 percent for every 1,000-foot increase in elevation. In the mountains or snow, skin can burn more severely in less time. The AAD recommends applying sunscreen whenever you intend to be in the sun for more than 20 minutes, no matter what time of year it is. Yet a recent study by the Environmental Working Group found that many sunscreen products on the market simply do not offer the level of sunscreen protection recommended to effectively guard against sun damage, including skin cancer.

Rice, who worked directly with patients for years in the dermatology community, created Sierra Summits High Altitude Adventure Sunblock after hearing patients complain that there was no affordable product on the market that protected skin under intense, high-altitude conditions. She designed the Sierra Summits formulation to offer multiple-hour, broad spectrum, high-altitude and photostable protection against UVB and UVA rays even on the highest peaks, while offering supreme comfort through its lightweight, hypoallergenic formula. Sierra Summits’ formulation has been verified by independent laboratory test results and ranks as providing “high protection” under a stringent new FDA-proposed labeling program.

“People who live and play in the Sierras are serious about sun protection,” says Rice. “I am committed to helping everyone from endurance athletes to vacationers make high performance skincare an affordable priority.”

 Located in the heart of Lake Tahoe’s Sierra ski country and founded by a female dermatology insider, Sierra Summits specifically formulated its High Altitude Adventure Sunblock (SPF 40) to meet the demands of high-altitude activities and exposure. The lightweight product offers high performance and dependable sun protection for even the most stringent winter or altitude conditions. The company is now distributing this product nationwide via its Web site,, and to select retailers in California, Arizona, Colorado, Nevada, Virginia, Texas, New York, North Carolina, Idaho, Utah, Washington, Wisconsin, Virginia and Vermont.