Legions of new, cutting-edge sun treatments are hitting stores right now. And yet Britons – especially older Britons – are doing little to prevent them.
New figures reveal that only a fifth of us apply SPF daily, and a third of them use less than factor 30. Shockingly, one in seven never apply sunscreen and just over half only bother when it’s obviously 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 on you doesn’t mean you can abandon all sun protection. We know this, and yet it’s still a long way down the beauty hit list for many people.
And the older we are, the worse our habits: 60 percent of people between 45 and 54 only use SPF when the sun is shining. It’s no surprise, then, that while rates of melanoma skin cancer have declined among younger age groups since the early 1990s, they have skyrocketed among older generations.
If you are 50 years old, this figure goes up to 102 percent. And why are many of us still actively seeking a real tan? I’ve said it before and I’ll say it again: there’s no point in spending money on skin-strengthening potions if you’re not taking the only measures available to prevent premature aging.
New figures reveal that only a fifth of us apply SPF daily, and a third of them use less than factor 30.
Kimberley Medd, from retailer Face the Future, which commissioned the survey in collaboration with YouGov, says: “Sun damage never ends, but continues as we age, if we do not properly protect our skin with a high SPF every day. Never It’s too late to start using SPF. It gives your skin a chance to repair itself and stops adding more cumulative damage from UV rays, ultimately reducing your risk of skin cancer.’
Inspired by its findings, Face the Future will eliminate VAT on all its sun protection products until May 31. Their goal: for us to start using a high SPF all year round, whatever the weather.
Superdrug is also not charging this 20pc on its own brand sunscreen, Solait, in support of the VAT Burn campaign (melanomafocus.org/vat-burn/) because it believes SPF should be considered an essential element of healthcare, not an beauty. product.
Whatever brand you choose, you need to make sure you apply it correctly. Only 8 percent of us who use decent-strength SPF bother to reapply it throughout the day, and even I’m guilty of this, save for the occasional spritz.
I start the day with a good amount spread over my face, as a moisturizing base, then wait five to ten minutes for it to absorb before applying makeup.
Yes, it requires patience. Still, SPFs have become so advanced, so bright and tailored to skin type, that I look forward to trying every new example that crosses my desk.
My recent favorites include Mecca Cosmetica’s new To Save Face Brightening Sun Serum SPF50+ (£38, meccacosmetica.com), an enhanced protector with 3-piece niacinamide to smooth lines and hydrate, while light-reflecting pearls melt on the skin to provide a radiant glow.
While Thank You, Farmer Sun Project Silky Calming Sun Stick SPF50+ (now £18.40, FacetheFuture.co.uk) is the refresher in your pocket we all need.
Sustainable, chemical-avoiding brand Jurlique’s new UV Defense SPF 50+ (£40, jurlique.co.uk) has been years in development.
Finally, a natural sunscreen to delight those of us who also want to look good. It’s packed with aloe vera extract and glycerin to keep skin brilliantly hydrated and fresh. However, if your reaction is: “£40 – I don’t think so”, opt for Garnier’s excellent Ambre Solaire Anti-Aging Super UV Protection Cream SPF50 (£9.99, superdrug.com). Every home should have some.
BUY TOWARDS IT!
A limited spring edition, Jo Loves With Love by Positano (£135 for 100ml edp, cultbeauty.co.uk) has already sold out on the brand’s website, with only a few bottles left in its Belgravia store. Jo Malone’s blend of orange oil, bergamot and star anise is bright, fresh and sunnyly optimistic. Register her name for supplies at Harvey Nics and Cult Beauty.
SUPERIOR TINTED LIP BALMS
(£46, cultbeauty.co.uk).
The shine of a gloss with the comfort of a salve in a flattering shade.
(now £28.80, libertylondon.com).
Sheer, bitten lip color with peptide technology to plump and reduce lines.
(£3.99, lookfantastic.com).
A highly pigmented balm in a neutral fawn shade with a dewy, melted finish.
MY ICON OF THE WEEK
Sara Jessica Parker
Sex and the City star Sarah Jessica Parker, 59, loves Guerlain Vetiver and Commes des Garçons Incense Avignon, when she’s not wearing her own scents.
The actress, 59, loves RoC Multi Correxion Hydrate + Plump Daily Moisturizer (£27.99, Boots) on set, especially for “post-lunch touch-ups”. She also rates the line’s dual eye cream (£39.99). When she’s not wearing her own scents, she loves Guerlain’s Vetiver (from £78.92, sephora.co.uk) and Commes des Garçons Avignon Incense (£95, ssense.com).
COSMETIC CRAVING
Too many products target the menopause pound without bringing much to the party.
Not so, Charles Worthington’s Menoplex range, proven to counteract the effects that hormonal changes have on the scalp, providing volume and increasing density, while reducing hair loss.
The Charles Worthington MenoPlex Volumizing Shampoo and Repairing Conditioner (now £5.99 each, boots.com) are especially brilliant.
The former is formulated with a specialized thickening polymer, without the strange texture that this can entail.
The latter is lightweight, but packed with hyaluronic acid and CW’s Plex Repair System, which reduces breakage by 90 percent. Hair looks and feels soft, elastic and beautiful.