The 6th love language is SPF

This could be a dangerous post. For the record, I am not attempting to complain about the sunshine, I am not one of those, honest. Nor am I starting a gender spat, I promise.

I'm just here, singing: SPF up, buttercup! And I’ve brought data with me

I saw the light many moons ago thanks to my brilliant friend Emily, who works at a huge beauty brand, and – side note, lives in Paris – she’s literally Emily in Paris. This is a diversion no one needed, but it’s possibly one of the coolest things about me. Anyway, with her vast experience, she’s become a relentless SPF nagger. Alas, she didn’t start her campaign until I was 25, so I think my chances of eternal youth are shot – but my skin health might not be, thanks to her.

Emily is a true campaigner. She shares the scoop on new products, always has SPF on hand, and when I stay with her, there’s a sunscreen menu. When my wonderful dad died, she sent me a care package filled with look-after-yourself goodies, it featured serious sunscreen… the factor 50 lip balm was a memorable inclusion. It was February, I cannot and was not skiing.

Anyway, my goal here? To join her cause!

We investigated sunscreen on The Score recently. And the headline is – do better.

The results

Problem 1: We don't realise how harmful the sun is and how many months of the year we really are in danger. Cancer Research say March to October, we say, peak summer.

Problem 2: Even when we do acknowledge the danger, we often opt not to wear sunscreen.

Problem 3: Men, they just aren’t getting it!

The truth

Men are more likely to skip sunscreen, both at home and abroad, including for their kids.

Beyond a hat, men fall short on just about every sun protection method.

If they absolutely need it, they're more likely to scrounging from others, not pack it themselves.

Additionally, when they do use it - we have data that proves they don't care all that much about product… which could be reinforcing their ' what’s the point' narrative. If you aren’t being choiceful about products… will you like what you buy? A factor that’s right for you, a light consistency, an uplifting smell. I mean, crikey, I could be reaching for the stars here with these nice to haves… ?at this rate they may well be settling for something that’s past its expiry date!

Just a note. All of this (except the Emily in Paris detour) is from our incredible survey from The Score - it goes out to 2000 people each week, with questions designed by the genius Alison Bainbridge . You can trust it.

The hard reality

Disclaimer. Men, I am not bashing you, I’m honestly not. I care. Everyone does. Really. So, take a deep breath and read on…

More men are dying of skin cancer. Fact.

Cancer Research UK numbers show that the mortality rate has increased 219% in men since the early 70s, that's almost three times more than in women.

Now, take a deeper breath - as sad a statement as this was to write, it’ll really drive the message home… if you didn't die younger than women already, these numbers could be even higher.

The message here?

Pretty obvious… everyone - wear sunscreen!

And just repeating for any men reading: wear sunscreen.

Less obvious? Businesses I’m looking at you! Could you do more to market to everyone?

I saw a brilliant activation at Wimbledon (I wasn’t there, not cool enough…) but lived vicariously through someone’s post online. If you have a face, and you are alive – you need sunscreen. Bravo!

And what about men? I was stuck for brand I thought were really including men when it came to sunscreen. Hooray for BLD BRO LTD a brand for bald people, helping them take care with SPF 30 moisturiser. Nice branding!

FYI – I cannot take credit for finding BLD BRO, they found me… the realities of life on the frontline of consumer insight is my Instagram has no idea who I am. Currently it believes I’m a balding male, busy mum of 3, contemplating installing a kitchen island. For anyone who doesn’t know me, I am none of these.

We have heaps of data here, much that I couldn't include... get in touch if you'd like to see it.

One final thought

If someone nags you about sunscreen this summer. They really, properly love you.