As one of the UK’s fastest-growing online beauty retailers, Face the Future is using its flourishing platform to revolutionise consumers’ attitudes to sun and skin safety and make wearing protective sunscreen a daily habit. Other than commissioning a National Skin Health SPF survey, the brand has also notably cut VAT on all SPF products as part of this integral campaign.
The YouGov research conducted as part of the 366 Days of SPF campaign surveyed over 2000 participants, the findings unequivocally demonstrating that the UK population is failing to comply with SPF guidelines – ultimately putting their skin health at severe risk.
The research revealed that an overwhelming majority of the UK disregards SPF guidance, not perceiving it as essential, while deeming SPF products too expensive. The responses indicated that current beauty ideals prioritise building up a tan over taking precautions against skin cancer, concerningly also finding that the fear of sunburn is greater than that of skin cancer.
Here are some of the key findings:
- Only 22% of the UK apply SPF daily.
- 68% of the UK are worried about sunburn, while only 61% are concerned about skin cancer.
- 64% of the UK say SPF is expensive.
- 40% of the UK who wear SPF only buy it when they go on holiday.
- 45% of the UK are not worried about getting skin cancer.
- 46% of the UK are not familiar with the symptoms of skin cancer.
- 56% of the UK who actively seek a tan do so for confidence.
Nearly a third (31%) of the population actively seek a tan, and over half of whom do so to look more attractive (53%) and confident (56%):
- 31% of the UK don’t think they have any sun damage.
- 22% of the UK actively seek a tan but feel concerned about the risks.
- 44% of the UK attribute their skin damage to sunburn, 19% say it is pigmentation, and 16% say it is due to sunspots.
Almost half of the UK population say they do not follow medical advice on wearing SPF on a daily basis:
- 45% of the UK tend to disagree/strongly disagree with the medical advice to wear SPF every day, even indoors and during winter.
- 48% of the UK say that daily SPF is one of the most powerful anti-agers for your skin
- 35% of the UK usually wear less than SPF30.
Almost 1/4 of the UK wear SPF daily, with over half only applying when it is sunny outside, while around 1 in 7 never apply SPF:
- Only 22% of the UK apply SPF daily.
- 55% only applying SPF when it’s sunny.
- 14% of the UK never apply SPF.
- Only 8% re-apply their SPF in a day.
Face the Future is directly addressing several of the issues uncovered, cutting VAT on SPF products as part of the campaign. Director and Co-Owner at Face the Future, Julia Barcoe-Thompson, says:
“We believe that everyone in the UK has the right to sun safety and skin health. At Face the Future, we have SPF and suncare products at all price points to ensure that we remain accessible to everyone […] We will be cutting VAT on all SPF products for from 14th March – 31st May 2024. We hope that this additional 20% saving will encourage UK consumers to begin or continue their SPF journey.”
MP Amy Callaghan backs the 366 Days of SPF campaign, commenting:
“I’m delighted to be partnering with Face the Future to support their 366 days of SPF campaign […] It’s high time the UK government took note of these stats and enacted meaningful action to reduce deaths from melanoma and other skin cancers.”
You can find out more about the 366 Days of SPF campaign, as well as stock up on best-selling sun protection products during the VAT Burn between 14th March and 31st May, at Face the Future here.
*All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2,065 adults. Fieldwork was undertaken between 6th – 7th February 2024. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+)
