18701 Sunscreen attitudes and usage: Consumer insights from a large study in United States

Abstract

Sunscreen, when used properly, can help prevent skin cancer and delay skin aging caused by UV exposure. While many people use sunscreen to protect their skin, proper compliance is driven by an accurate understanding of how sunscreens function. In this study, we sought to understand more about consumers’ motivation for using sunscreen. Data were obtained from a large consumer study assessing attitudes to and usage of sunscreen across the US. A total of 2046 respondents purchased sunscreen during the test period. Approximately a third of the respondents self-reported having sensitive skin and 47% of respondents claimed to burn but eventually tan. When queried about the primary occasion they have used sunscreen on their face, 33% of respondents used it daily, while 37% claimed to use it when planning to spend time outdoors all year round. When asked about body usage, 17% used sunscreen daily; 41% used it when they planned to spend time outdoors all year round. While 75% of respondents claimed to reapply sunscreen, those who did not either claimed to forget or felt they did not spend enough time in the sun. Only 52% of respondents understand reapplication instructions. The most striking learnings from this research were that only half of the respondents felt they were very aware of the skin damage caused by the sun, and that less than half felt they acted responsibly regarding sun exposure. The results of this study highlight the need for public education on the potential danger of unprotected sun exposure.