A new survey, conducted by LOOKFANTASTIC as part of its new ‘Wear Your Stripes’ campaign, has revealed UK shoppers’ sentiment around sun care, SPF and education
As part of a renewed push for increased awareness around UV safety and SPF, online retailer LOOKFANTASTIC has carried out a survey which uncovers the lack of education and awareness around sun safety.
The findings have uncovered that, whilst many people believe they know lots about SPF, there are clear knowledge gaps – only 35% of respondents actually knew what SPF figures really mean.
What’s more, whilst many people believe consumers are becoming increasingly conscious of sun damage, the survey shows that people are still keen to be bronzed. 65% of people said they stay in the sun for prolonged periods of time for a tan, some using oils to amp it up; and 11% of people use sun beds.
Wrinkles, visible pores, and dry skin all ranked higher than sun damage when respondents were asked what skin concerns they care about. In fact, 3 in 4 admitted that they neglect to address sun damage.
Interestingly, younger generations came out on top when asked about the importance of tan and the way it looks, with Gen Z being 3% more likely to believe a tan is very important and opting for the darker tan possible.
Speaking exclusively to the British Beauty Council, Keely Gough, Managing Director of LOOKFANTASTIC, said: ‘As digital natives, Gen Z often appear savvy beauty consumers, but that doesn’t always translate to foundational knowledge, and our survey highlighted this knowledge gap between perceived expertise and actual understanding.’
With all of this said, 62% of people said they are worried about developing skin cancer – despite the fact that the primary cause of melanoma and non-melanoma is prolonged exposure to UV radiation and the sun.
Knowing that the UK saw around 17,500 new melanoma cases in 2024, with the figure projected to rise to 26,500 by 2038 – and it was the hottest year to date – LOOKFANTASTIC is joining the wealth of brands and retailers making strides to make UV safety more accessible.
Its ‘Wear Your Stripes’ campaign offers a 20% reduction across its core SPF face and body products (factor 30 or above).
On the data and campaign, Millie Kendall OBE, CEO of the British Beauty Council, said: ‘This data proves that, although people are more likely to be wearing SPF more regularly, there is much work needed in the realms of education and accessibility to ensure that first, more people are able to purchase SPF products and second, they are using and reapplying in the most beneficial ways.
‘We know that regular use of SPF reduces the chances of developing skin cancer by 40%, so this is vital work and it’s great to see LOOKFANTASTIC pushing this forward.’
‘Our survey revealed a shocking misunderstanding of sun protection, particularly among younger generations, with 70% incorrectly interpreting SPF 30,’ continues Gough before saying: ‘This, coupled with the fact that 9 in 10 people are calling for increased government education on sun safety, and 84% support VAT exemption on sunscreen, highlights a clear public need for accessible and understandable information.’
