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Noel Coward famously lamented the typical British behaviour when in sunnier climbs with his song line; "...mad dogs and Englishmen go out in the midday sun". This tongue-in-cheek send up of the British colonialists was written in 1932, and delights at the seemingly mad, yet understandable practice of sun worshipping by a nation whose favourite topic of small talk is often how much rain we have been having lately.
But have we changed much in the last 70 years?...
We all know that we should wear sunscreen before we even embark on hitting the beach with our bucket and spade, unless we want to come home looking like the proverbial lobster; but what sun protection will you take with you this summer and how many of us use a sunscreen daily as recommended? 
You need only turn on the television most summers to find competing sunscreen adverts by big names such as L’Oreal, Nivea, Ambre Solaire, Piz Buin and Boots Soltan telling us why we should buy their brand over all others; but how do you know what you really should be looking for? 
SPF, UVA, UVB? Is it all too confusing? If the answer is yes, you're not alone. Our recent survey of 100 UK consumers (88 female and 12 male), primarily in the age range of 32 – 52, highlights the ever present need for the education of consumers in understanding sunscreens and their use.
Only 50% of those surveyed regularly use a facial moisturiser which contains sun protection, yet dermatologists recommend DAILY use of a broad-spectrum (covering a wide range of wavelengths) UVA and UVB sunscreen with a Sun Protection Factor (SPF) of at least 15, as the most effective way to protect the skin from photodamage - skin ageing caused by exposure to the sun. 
So what does that actually mean, and how many of us are not as sunscreen savvy as we might think?

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