Kiwi Men Shun Sunscreen

Kiwi Men Shun Sunscreen

More men die of skin cancer each year, sun protection message not getting through

Auckland, 6 September 2012 - Despite New Zealand having the highest melanoma incidence rate in the world[1], new research shows that only 8% of Kiwi men wear sunscreen every day.

Death rates from melanoma in New Zealand are higher among men and appear to be increasing[1] which is reflected by the way men reported their attitude to sunscreen use in an independent Canstar Blue survey.

The survey also found nearly two thirds of Kiwi men (63%) have not had their skin checked by a specialist in the last five years.

Results also showed that women are three times more likely to wear sunscreen each day (26%) but are just as lax as men when it comes to visiting a skin specialist (64%).

Gen Y has the most relaxed attitude towards skin protection with 64% choosing to only wear sunscreen on hot, sunny days. They are also the least concerned about the health implications of sun damage compared to both the national average, and baby boomers who reported the highest concerns about the possibility of skin damage.

Derek Bonnar, Canstar New Zealand National Manager, says it’s important that younger generations are reminded about the dangers of excessive sun exposure.

“These results seem to show that marketing campaigns from previous decades have only been partially successful in improving people’s attitudes to protecting their skin from the sun. I think younger Kiwis may have forgotten or just don’t realise how dangerous exposure to UV rays can be and the damage they can inflict.”

While 70% of cases occur in the over 50 age group, melanoma is common in younger age groups too, with significant numbers in men and women between 25 and 44 years1.

Gen Ys in the survey were the most likely to have experienced a bad sunburn in the last twelve months, or seen someone in their family suffer from skin damage.

“Having a severe case of sunburn can increase melanoma risk factors,” says Bonnar.

The Melanoma Foundation (www.melanoma.org.nz) says that sun protection is vitally important, from September to April, especially between 10am and 4pm when UV radiation is highest.

The essentials for September to April1:
• Wear a broad brimmed hat
• Wear clothes made of densely woven fabric to cover arms, legs and body
• Wear wrap-around sunglasses
• Seek shade
• Use sunscreen. Apply broad spectrum SPF30+ sunscreen liberally 15 minutes before going outside, and reapply every 2 hours.

Bonnar adds: “Remember; even if it’s cloudy, you can still burn.”

The survey went on to compare customer satisfaction with sunscreen brands across seven categories:

1. Overall satisfaction
2. Value for money
3. Texture and consistency
4. Effectiveness
5. Smell/Scent
6. Packaging
7. Ease of dispensing

Brand winner
Avon - the world’s largest direct seller of beauty and related products - has the most satisfied customers, receiving five stars for overall satisfaction ahead of Neutrogena, SunSense, Aveeno, Nivea, Cancer Society, Banana Boat and Le Tan. It also topped the survey in three other categories: value for money, effectiveness and smell/scent.

About the survey

Canstar Blue partners with respected professional market research fieldwork company, Your Source, to regularly survey 2,500 New Zealand consumers to measure their satisfaction across a range of products and services.

The outcomes reported here are the results from a survey of consumers who purchased sunscreen within the last 12 months, within the survey group - in this case, 1404 people.

Canstar Blue is a division of financial research and ratings company, CANSTAR which has been operating in New Zealand for nearly a decade. Canstar Blue provides New Zealanders with the latest customer satisfaction ratings on products and services free of charge via the website www.canstarblue.co.nz.

*To view the full results of the Canstar Blue survey go to: www.canstarblue.co.nz

ENDS

About Canstar Blue

Canstar Blue is a division of financial research and ratings company, CANSTAR, which has been operating in New Zealand for nearly a decade.

Canstar Blue uses market research to determine customer satisfaction ratings across a range of products and services in New Zealand to help consumers make the best purchasing decisions for their needs. Canstar Blue conducts similar research in Australia. New ratings are added regularly. Results are freely available to consumers who are encouraged to use the ratings as a guide to product excellence. The results can be seen at www.canstarblue.co.nz.

About CANSTAR:
Founded in 1992, CANSTAR Pty Limited is Australia and New Zealand's premier researcher of retail finance information for over 350 institutions such as banks, building societies, credit unions, finance companies, brokers, mortgage originators, life companies and finance related internet portals. CANSTAR customers use the extensive database for competitor analysis as well as a means of disseminating their product range. This information is also distributed to print and electronic media for publication and to agents, accountants, brokers and internet portals for use in advising their clients.

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