Most Americans don’t protect their skin from pollutants even though they are aware of the harm that pollution and other environmental stressors can cause to skin, according to a new survey by H2O+ Beauty.

Just 33 percent of people purchase skincare products to protect their skin against pollution and other environmental stressors – such as traffic and car exhaust, factories and power plants, and secondhand smoke – even though a majority understand the risk of exposure to such chemicals.

Particles of air pollution are 20 times smaller than skin pores, easily penetrating the skin barrier and adversely affecting skin health, and exposure to airborne particles such as traffic exhaust can compromises skin integrity and directly contributes to visible signs of aging.   

Close to 70 percent of people indicated that they were more likely to purchase a product that protected their skin against the sun, yet awareness of skin damage from airborne chemicals did not line up with purchasing habits.

This is especially true for men: data revealed that men are consistently less informed than women about how pollution affects skin, and they also consider skin protection less of a priority.  Fifty five percent of men would be more likely to purchase products if they protected their skin against environmental pollutants, compared to 62 percent of women, the survey showed.

"There's a real opportunity for the beauty industry to take more action to help protect our skin against harmful airborne toxins," added Joy Chen, who just unveiled H2O+ Beauty's new Aquadefense line, which consists of products that have been formulated specifically to combat pollution's harmful effects on skin. "These products are effective shields that keep skin healthy and youthful." Aquadefense products are now available at ULTA stores and at http://www.h2oplus.com.

This national survey, conducted by Morning Consult on behalf of H2O+ Beauty, polled just over 2,000 Americans in January 2017.