Legions of new, state-of-the-art sunspot treatments are currently hitting store shelves. And yet the British – especially older Britons – are still doing little to prevent them.
New figures show that only a fifth of us use SPF every day, and a third of those use less than factor 30. Remarkably, one in seven never puts on sunscreen and just over half only puts it on when it is clearly sunny.
This is shortsighted, as the sun emits harmful rays all year round, even on cloudy and rainy days. Just because the sun isn’t shining above you doesn’t mean you can give up all sun protection. We know that, but for many it is still far down the list of beauty hits.
And the older we are, the worse our habits: 60 percent of 45-54 year olds only use SPF when the sun is shining. It is therefore no wonder that the number of cases of skin cancer with melanoma has fallen among the younger age groups since the early 1990s, but has increased among the older generation.
If you’re in your 50s, it’s a whopping 102 percent. And why are so many of us still actively looking for a real tan? I’ve said it before, and I’ll say it again: there’s no point in throwing money at skin-strengthening potions if you don’t take the only measure available to us to prevent premature aging.
New figures show that only a fifth of us use SPF every day, and a third of those use less than factor 30
Kimberley Medd of retailer Face the Future, who commissioned the research in partnership with YouGov, said: ‘Sun damage is never ‘done’, but continues as we age if we don’t protect our skin properly every day. a high SPF. It’s never too late to start wearing SPF. It gives your skin a chance to repair itself and stops adding more cumulative UV damage, ultimately reducing the risk of skin cancer.”
Inspired by her findings, Face the Future is canceling VAT on all its sun protection products until May 31. The goal: that we use a high SPF all year round, regardless of the weather conditions.
Superdrug charges this 20% surcharge. also does not charge for its own sunscreen brand, Solait, in support of the VAT Burn campaign (melanomafocus.org/vat-burn/), as it believes SPF should be considered essential for healthcare, not cosmetic. Product.
Whichever brand you choose, you need to make sure you apply it correctly. Only 8 percent of us who use a decent strength SPF bother to reapply throughout the day — and even I’m guilty of this, save for the occasional spritz.
I start the day with a generous dollop over my face, as a moisturizer, and then wait five to 10 minutes for it to absorb before applying makeup.
Yes, it takes patience. Yet SPFs have become so advanced, so brilliant and tailored to skin type, that I look forward to testing every new one that crosses my desk.
My recent favorites include Mecca Cosmetica’s new To Save Face SPF50+ Brightening Sun Serum (£38, meccacosmetica.com), a shield boosted by 3 pieces of niacinamide to smooth lines and hydrate, while light-reflecting beads melt into the skin for a radiant shine.
Thanks, Farmer Sun Project Silky Calming Sun Stick SPF50+ (now £18.40, FacetheFuture.co.uk) is the in-pocket refreshment we all need.
The new UV Defense SPF 50+ (£40, jurlique.co.uk) from sustainable, chemical-avoiding company Jurlique has been years in the making.
Finally a natural sunscreen for those of us who also want to look good. It’s packed with aloe vera extract and glycerin to keep skin radiantly hydrated and fresh. However, if your response is: ‘£40 – I don’t think so’, then go for Garnier’s excellent Ambre Solaire Anti-Age Super UV Protection Cream SPF50 (£9.99, superdrug.com). Every home should have a few.
RACE YOU TO IT!
A spring limited edition, Jo Loves With Love from Positano (£135 for 100ml edp, cultbeauty.co.uk) has already sold out on the brand’s website, with only a few bottles left in the Belgravia store. Jo Malone’s concoction of orange oil, bergamot and star anise is bright, airy and sunnyly optimistic. Sign up for essentials at Harvey Nics and Cult Beauty.
TOP TINTED LIP BALM
(£22, jonesroadbeauty.com).
A cushioning spearmint balm in a cool nude color for no-makeup makeup.
(£46, cultbeauty.co.uk).
The shine of a gloss with the comfort of an ointment in a flattering shade.
(now £28.80, libertylondon.com).
Sheer, bitten lip color with peptide technology to fill and reduce the appearance of lines.
(£3.99, lookfantastic.com).
A highly pigmented balm in a tawny, neutral color with a melting, dewy finish.
MY ICON OF THE WEEK
Sarah Jessica Parker
Sex and the City star Sarah Jessica Parker, 59, likes Guerlain’s Vetiver and Commes des Garçons Incense Avignon – when she’s not wearing her own scents
The actress, 59, likes RoC Multi Correxion Hydrate + Plump Daily Moisturizer (£27.99, Boots) on set, not least for ‘after lunch touch-ups’. She also reviews the line’s Dual Eye Cream (£39.99). When she’s not wearing her own fragrances, she likes Guerlain’s Vetiver (from £78.92, sephora.co.uk) and Commes des Garçons Incense Avignon (£95, ssense.com).
COSMETIC DESIRE
Too many products target the menopausal pound without bringing much to the party.
That’s not the case, Charles Worthington’s Menoplex range has been proven to counteract the effects of hormonal changes on the scalp, adding volume and increasing density whilst reducing hair loss.
The Charles Worthington MenoPlex Volumising Shampoo and Repairing Conditioner (now £5.99 each, boots.com) are particularly brilliant.
The first is formulated with a special thickening polymer, without the strange texture that this can bring.
The latter is lightweight yet packed with hyaluronic acid and CW’s Plex repair system, which reduces breakage by 90 percent. Hair looks and feels soft, bouncy and beautiful.