'Macho' Men Fail on Sun Care as Younger Generations Ignore Warnings

    LEEDS, ENGLAND, July 28, 2012 /24-7PressRelease/ -- Far from heeding warnings about potential damage from the sun, young UK adults are ignoring basic sun protection advice - with one fifth of 18 - 24 year olds saying they would never wear sun cream in the UK.

- 1 in 5 under 24 would never wear sun cream in UK; Two thirds Britons 'caught out' by UK weather
- Men twice as likely to never wear sun cream than women; Half of men confessed to getting sun burnt at outdoor sporting and music events

Research from Solaveil, whose active ingredient is used in leading sunscreen and beauty products around the world, also showed that 'macho' men are failing to follow sun care guidelines and are far more likely to burn than women. As a result, the company has launched a free app which alerts users when to reapply sun cream or seek shade, which is available for download at http://on.fb.me/Solaveil

The poll of 1,000 UK adults revealed that messages surrounding sun care and the risks of skin cancer are being lost amongst the young. More than one fifth (21 per cent) of 18 - 24-year-olds believed it was never important to wear sun cream in the UK, contrasting with just 5 per cent of 35 - 44-year-olds, who appeared to be the best educated.

With the UK in the midst of a historic summer, with prominent events such as the London 2012 Olympics, Wimbledon, England Test Cricket and the overseas UEFA Euro 2012 Football Tournament bringing us outdoors more than ever, Solaveil was keen to gauge Britons' attitudes towards the sun and noticed a strong 'macho' culture emerging which was putting many men at risk of burning and even skin cancer.

More than half (54 per cent) of all men surveyed, said that the major events of the summer would mean they would be spending more time outdoors this year than during previous summers.

However, they are far worse prepared to deal with the sun than their female counterparts. Nearly one half (44 per cent) of men confessed to getting sun burn at a sporting event or music festival in the UK, compared to just one third of women.

Similarly, twice as many men than women thought you never needed to wear sun cream in the UK (15 per cent as opposed to seven per cent). 20 per cent of men also thought you could spend at least an hour in the sun in the UK without applying sun cream, but half that amount (11 per cent) of women felt the same, showing far more men than women are not acting on sun care advice and are increasing their risk of skin cancer considerably as a result.

Nearly one third (28 per cent) of all 18 - 24-year-olds believe that you can spend at least one hour in the sun in the UK without applying sun cream. Just 4 per cent of over 65s believed the same. Official recommendations state that sun cream should be worn at all times when in the sun, regardless of skin type.

Nicola Daniels from the Solaveil Sun Care Team, said: "Our research clearly shows strong gender and age divides when it comes to sun care in the UK. Men, who appear to be influenced by a 'macho' culture, are far less likely to follow sun care guidelines and sadly, and perhaps most worryingly, this trend is replicated amongst the young.

"With such a series of top sporting and musical events drawing us outdoors this summer, it has never been more important for Britons to follow sun care advice. We would urge anyone planning on spending time outdoors in the UK this summer to follow sun care guidelines.

"Sun care advice is often to seek shade or cover up but Britons like to strip off during the summer - when and if we get sun! That means sunscreen is the last line of defence. Our free app has been especially designed to alert users when to reapply sun screen or seek shade and we hope it will ensure the summer of 2012 is one to remember for all the right reasons."

In general Britons were shown to be ill-prepared for the UK summer, with two thirds confessing that they had been 'caught out' by our own weather; they didn't pack sun cream when they left the house as it was cold and cloudy but then it became sunny and they subsequently got burnt or worried about burning.

Forgetfulness was also cited as the most common reason for Britons failing to take sun cream out with them when outdoors in the UK; 61 per cent were remiss and left it at home, contrasting with 15 per cent who said the sun cream bottle was too big or heavy to fit in their bags. Four per cent even worried what others would think of them should they apply sun cream in public and failed to take it outdoors with them as a result.

To download the app visit: http://on.fb.me/Solaveil

Solaveil
Solaveil is a mineral ultraviolet filter and the vital active ingredient in a range of sunscreen and beauty products. Solaveil provides exceptional protection from the harmful rays and ageing effects of sunlight.

Created by advanced, cutting edge science, Solaveil is the mark of the ultimate skin protection system, and as well as providing an effective physical shield from UV, has a lovely smooth, silky feel to the skin when applied.

About Croda Personal Care
Croda is one of the world's leading global suppliers of speciality raw materials for the Personal Care industry, working with their customers to meet various consumer needs. Supported by proven efficacy testing, Croda's wide and diverse product range combines functionality with innovation to deliver sophisticated ingredients and actives that meet the needs of specific consumer demands. For a full insight into Croda's Personal Care range, please visit their website www.croda.com/europe/pc.

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