Sales of protection creams soar as people heed sunburn warnings

Sales of sun protection creams have soared as more people become aware of the dangers of the sun's ultra-violet rays, according to the main product importers.

The temptation to soak up the summer sunshine is on the decline as sun-worshippers become more aware of the risk of contracting skin cancer and the importance of applying sunscreen.

And the constant warnings being given by the health authorities are not falling on deaf ears. People are buying products with extremely high sun protection factors (SPF).

Sunscreens increase the length of time a person can spend in the sun by filtering out the harmful forms of light.

They work in two ways: they have physical barriers like zinc oxide, which reflect the sun's rays back, or chemicals which act by absorbing their energy, reducing the amount reaching the skin.

Statistics clearly reflect the increasing awareness of sunburn which can eventually develop into skin cancer, taking up to 20-30 years to develop.

According to Nivea sales manager Edward Camilleri, sales of Nivea sunblock have trebled in the last five years alone.

"The campaigns against sunburn have had a tremendous impact. I would say the majority of people, especially parents, are slapping sunblock on their children."

Even those who work outdoors were increasingly aware of the importance of applying protection, Mr Camilleri said.

On the other hand, some youngsters still opt for tanning lotions to get the bronze look, though sales of such products were on the decline, he added.

Mr Camilleri said SPF 35 was heavily in demand last year. However, now it is factor 60 which sells most.

For someone who burns after 15 minutes' exposure to sun, using a cream with a sun protection factor of four would allow an hour in the sun before burning.

However, experts warn that numerical indicators sometimes lull people into falsely believing they are able to stay in the sun for long periods without getting sunburn.

A pharmacist from a leading Sliema chemist said sales of products with a protection factor of 60 had trebled, though factor 90 products were also becoming more popular, something which was unheard of until a few years ago.

Sales of sunscreen start in earnest from early April, as the weather warms, and the vast majority of clients were Maltese rather than tourists, she said.

Eric Fenech Pace, sales director at Collis Williams, importers of Ambre Solaire, said sales of suntan lotions were increasing at the rate of 15 to 20 per cent a year.

"There is also a shift upwards in factors. Whoever used an SPF of two would now go for a 15," he said.

Several dermatologists are also advising patients, especially those who have some kind of pigmentation, to use protection. Likewise, a number of government departments are now supplying sunscreen to outdoor workers.

Mr Fenech Pace said the widespread media campaign, both locally and overseas, warning about the effects of the sun, was paying off.

The message from the Health Promotion Unit is loud and clear: cover up, wear sun cream and avoid the sun from late morning until mid-afternoon when rays are at their strongest.

The UV index in Malta already hit eight as early as April, and was expected to hover around nine and 10 throughout the summer.

According to the Maltese Association of Dermatology and Venereology, there were 230 new cases of melanoma in the past 10 years.