“The sun has got its hat on”

Finally, the sun has got his hat on. But have we? Or, even, our SPF?

A press release I received this week from Brand Agency informs me that the majority of Gen Z don’t wear daily sun protection. And I wonder how that stat would read for Gen Alpha – those younger than 13. Given that 80% of sun damage happens before the age of 18, it is vital kids are well protected.

Needless to say, I have a lot of time for Escentual’s #SunPoverty campaign, amplified by AOB PR. It provides sun safety education, calls for parliament to abolish VAT on children’s sunscreen, and has so far donated over 50,000 sunscreens to youths on free school meals across the UK. Check it out.

Of course, the campaigning way is not the only way to promote sun safety. The Hut Group too read the room this week sharing ‘The best sun care for babies and toddlers at LookFantastic’ alongside expertise from the retailer’s in-house pharmacist, while Blanket worked with a dermatologist to share stats on the real impacts of sun exposure on skin. There’s space for it all – and so much more education and inspiration around the topic.

Even if your clients don’t have a sun care range – or any sun protective products within their businesses – by association it’s something still deserving of their promotion. For example, anything that makes skin more sensitive to the sun (from facial treatments to topical ‘actives’ like acids and retinoids) should come with awareness – especially if they claim to tackle sun damage in the first place, as most of these things do!

Of course, action often speaks louder than words with PR, and activations around sun care can be powerful. From SPF refill stations at festivals to sponsorship of shaded areas in playgrounds, there are myriad ways to demonstrate that a brand cares about sun safety. And, believe me, us beauty editors love to shout about it.