After years of high profile sun cancer awareness campaigns from both medical groups and skin care brands, surely most consumers now know that exposure to UV light can be harmful, don’t they?
According to new research from Johnson & Johnson brand Piz Buin, they don’t – or at least, if they do, SPF is not a main priority.
In the UK, Piz Buin found that despite 68% of 18-24-year-olds heading on a beach holiday in 2016, 24% are not planning to pack any form of sun protection. Spain is the location of choice for 24% of these consumers, where temperatures this year have reached 44.5°C.
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