A staggering 76% of UK adults apply sun cream while on holiday abroad but neglect sun protection during everyday activities at home, such as walking the dog or driving, according to a new study by Olay.
The research, which surveyed 2,000 adults, found that while 63% protect their skin at the beach and 61% on holiday, these habits collapse for routine sun exposure. Just 23% wear SPF when walking to work, 17% while driving, and only 15% when sitting inside near a window.
UVA Rays: An Invisible Year-Round Threat
UVA rays, responsible for up to 80% of premature skin ageing, penetrate cloud cover and glass during all daylight hours. Despite this, only 24% of Brits apply SPF daily. Nearly half (45%) wear it two days a week or less, leaving skin exposed to cumulative damage.
Younger generations lag furthest behind. Only 14% of 18-24-year-olds wear SPF daily, compared to 29% of those aged 55 and over. The national average age for starting a regular SPF routine is 26.6 years, long after irreversible UV damage begins beneath the skin's surface.
Knowledge Gaps Fuel Poor Habits
The top reasons for skipping SPF are behavioural: 32% forget, and 24% say it's not part of their daily routine. Cost, greasiness, or makeup interference are secondary barriers. Notably, 22% of respondents admitted they didn't know UVA is present year-round, passes through windows, or penetrates clouds.
Matthew Patey OBE, Founder of the Skin Health Alliance, warned: 'The cumulative effect of seemingly insignificant moments, such as driving, walking the dog or sitting by a window, contributes to long-term skin damage, increased skin cancer risk and premature aging.' He added: 'Applying a broad-spectrum SPF daily should be viewed like brushing your teeth – a simple habit with lasting benefits.'
OLAY Launches Solarium Roadshow to Educate the Public
To address these habits, Olay is launching the OLAY Solarium Roadshow, an experiential retail pop-up touring the UK. It aims to transform SPF from a holiday chore into a daily ritual. The roadshow will visit Manchester's Trafford Centre (3-5 July), London's Westfield White City (10-12 July), and Kent's Bluewater Shopping Centre (17-19 July).
Visitors can experience advanced UV skin analysis using an onsite UV camera, receive bespoke SPF skincare consultations, witness live SPF impact demos showing the instant barrier created by Olay's SPF50+ fluids, and win premium skincare products via a prize wheel.
