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Innovations and Market Trends in Sun Care

  • 11 Feb 2014
  • 11:30 AM - 2:00 PM
  • Crowne Plaza Hotel - LAX, 5985 West Century Blvd, Los Angeles CA 90045


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Win Free $100 Gift Cards (3) and
receive a GIFT BAG full of Sun Care treats!

Tuesday, February 11th, 2014

Time: 11:30 AM - 2:00 PM

Location: Crowne Plaza Hotel LAX, 5985 West Century Blvd, Los Angeles, CA 90045

Innovations and Market Trends in Sun Care

Robert J. Friedman, M.D. M.Sc.(Med), Chairman & Founder, MDSolarSciences


Chris Birchby, CEO & Founder, COOLA Sun Care

Hear the inspiring stories of two exceptional entrepreneurs who, by understanding and responding to consumer needs and the demands of science, developed unique and rapidly growing brands. Learn about the keys to success for both MDSolarSciences and COOLA, two diverse brands, one found in primarily Physician/MedSpa channels and the other with strong Spa and Resort acceptance. They will discuss the latest sun protection and anti-aging ingredients, as well as innovations, challenges and market trends in the OTC Sun Care category.

Robert J. Friedman, M.D. M.Sc.(Med),
Chairman & Founder, MDSolarSciences

Dr. Robert J. Friedman is an expert in cancers of the skin and has dedicated himself to melanoma-related research, innovative diagnostic techniques and early detection. Dr. Friedman founded MD SolarSciences, the first physician-driven, skin cancer prevention and sun protection company dedicated to "Advancing the Science of Sun Protection." In 2013, MDSolarSciences also developed a unique, innovative and proprietary line of best in class anti-aging skin care products to complement its sun care line.

A graduate of the Albert Einstein College of Medicine, Dr. Friedman practices clinical dermatology with a special emphasis on cutaneous oncology and malignant melanoma at NYU School of Medicine, Department of Dermatology on the senior faculty as Clinical Professor. A renowned thought leader in his field, he has written more than 300 peer-reviewed medical journal articles, 30 medical textbook chapters and served as Senior Editor/Co-Editor of the seminal textbook Cancer of the Skin. He is also a senior co-author of the so-called "ABCDEs" for early detection of melanoma. Dr. Friedman speaks regularly, at global/national seminars, has served on the Melanoma/Skin Cancer Committee and was Chair of Industry Liaison Committee of the American Academy of Dermatology. He is also the Chair of the Institute for Melanoma/Skin Cancer Research. Dr. Friedman's personal mission is to cultivate a more educated and vigilant patient who understands and complies with healthier sun habits. He is a firm believer that "no one needs to die from melanoma" and has devoted his career and research to that goal.

Chris Birchby, Founder & CEO - COOLA Sun Care

Eco-entrepreneur Chris Birchby spent many hours at the beach growing up in New Jersey and Long Island and continued his love for the coast by attending graduate school in Southern California. In 2002, when both of his parents had melanoma scares, Chris began investigating serious sun protection and was inspired to create COOLA. He decided to bring together both his creative and analytic strengths to positively impact not only people’s health, but also the environment.  Chris and a team of top FDA experts on sun protection created a broad collection of natural sunscreens perfect for every skin type or activity level. The result was COOLA, a line of sunscreens that are up to 97% certified organic and made in the USA. Ingredients were sourced using a Farm-to-Face®  philosophy and products were formulated that incorporate natural plant protection and plant phyto-protection ingredients. COOLA's headquarters and warehouse are in San Diego and are quickly expanding. His employee’s enjoy weekly yoga sessions in the warehouse and healthy initiatives that help keep the staff motivated while fully enjoying the Southern California and COOLA lifestyles. 

Prior to founding COOLA, Chris was a professional painter who exhibited his paintings in numerous respected galleries and was also a professional poker player ranked in the top 40 worldwide online.  Chris and his beautiful wife Adrienne Joy Birchby live in Bonsall, California with their four dogs and a cat.



  • Members - $45.00 (USD)- Up to 2 guests may be registered at the time of member registration.
  • Non-Members - $65.00 (USD)

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ALL RESERVATIONS must be PAID at the time of Registration



Mixed Green Salad with Tomato Wedges & Cucumber

Entrée Choices:

Chicken Roulade with Spinach and Mushrooms, Baby Red Potatoes & Green Beans


Pasta with Butterfly Shrimp with Fresh-Cut Green Beans


Steamed Vegetable Casserole layered with Roasted Eggplant and Portobello Mushrooms

Chocolate Mousse
with Marzipan heart & Raspberry Coulis served with Freshly Brewed Coffee, Tea, & Iced Tea.



Coast Southwest, Inc. is a leading full-service, regional chemical distribution company. From six strategic locations, we serve manufacturers and formulators of personal care and household products throughout the western United States with high-quality functional ingredients, on time deliveries, and exceptional customer service.
Kevin Johnson
Director of Business Development
714.524.2777 x 121

Traci Cassell
Market Development Manager
510.524.2777 x 618



Self Parking & Valet Parking available:

  • Self Park:  No Charge with Validation at event
  • Valet Park:  $ 12.00 with Validation


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will apply.

NOTE:  2014 Membership Renewal Fees are due no later than January 31st, 2014 or Non-Member prices for the Luncheon and other Events will apply.  Go to to join or pay your Annual Dues.


Beauty Industry West (BIW) is a nonprofit trade organization focused on bringing together today's innovators, entrepreneurs, experts and future industry leaders.




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