Fully eight in 10 Europeans believe tans are attractive, according to the survey conducted by La Roche-Posay Laboratoires and the market research firm IPSOS.

Fully eight in 10 Europeans believe tans are attractive with almost as many (73%) saying tans are healthy, according to a new study presented at the 31st European Academy of Dermatology and Venereology (EADV) Congress.

Results from a survey, conducted by La Roche-Posay Laboratoires and the market research firm IPSOS, of 17,000 people from 17 countries, including 6,000 people from the UK, Germany, France, Spain, Italy, and Russia, found the ‘healthy tan’ and other myths about sun safety are still very much alive in Europe and other countries.

Other myths included believing sun protection was not needed in cloudy weather and that you did not need sunscreen if you already had a tan, the survey found.

People surveyed from non-European countries, including North and South America, Africa, Oceania, and Asia, were slightly less enthusiastic about suntans than Europeans, with 67 percent saying a tan was attractive and 59 percent believing a tan was healthy.

Although 92 percent of Europeans were aware of the skin ageing risks posed by the sun (86% outside of Europe), 84 percent of them admitted they did not protect themselves all year round (79% outside of Europe).

 “This research shows just how entrenched the “healthy” suntan myth is – even in those who have already suffered sun damage or developed skin cancer,” says lead researcher Prof. Thierry PasseronMD, PhD, Professor and Chair, Department of Dermatology, Université Côte d'Azur in Nice, France.in a news release. “We must drive awareness of the damage to skin cells caused by exposure to the sun, which can lead to photoaging and skin cancer. This is particularly important in Europe where sun protection appears most inadequate compared to other countries.” 

The survey also revealed that only 56 percent of Europeans know sun protection is useful when the weather is overcast (vs 64% outside of Europe), and 1 in 4 (24%) thought it was safe to go outside without sun protection when they were already tanned (vs 21% outside of Europe).

Only 1 in 10 (10%) of Europeans said they routinely or often used all forms of sun protection, such as applying sunscreen, staying in the shade, wearing a hat and protective clothing all year round, compared to 14 percent amongst those outside of Europe.

“The public must also understand that they need to protect their skin all year round, even during overcast weather conditions. Once sunscreen has been applied, it must be reapplied every 2 hours to ensure sufficient protection. Other measures such as wearing sunglasses, a hat, and protective clothing, and seeking shade when it is possible, are also key photoprotection habits”, says Passeron.

 Other findings from the study include:

• Just over half of Europeans (51%) said they were likely to wear a hat routinely or often, compared to 57 percent outside Europe.
• When it comes to staying in the shade (73%) of Europeans said they did so routinely or often, compared to 80 percent of those outside Europe.
• A second analysis by the team found awareness of the dangers of the sun were higher in at-risk* groups of people. But 59 percent of this group said they could not imagine coming back from a holiday without a tan, compared to 48 percent of those without a medical history.
• Fully 62 percent of Europeans and 52 percent of non-Europeans applied sunscreen routinely or often, especially on their arms, legs, and chest. But 10 percent of Europeans said they never used sunscreen at all, compared to 16 percent outside Europe. Of those who applied sunscreen in the sun – 34 percent applied it only once a day, compared to 49 percent outside Europe.
• Fully 90 percent of those in at-risk groups said they were aware of the risks the sun posed to their skin, yet 72 percent still regarded a tan as healthy, which is higher than those who had no history of skin cancer or other sun-exposure related skin conditions (62%). Additionally, of those who said they applied sunscreen in at-risk groups, only 1 in 4 (26%) applied it every 2 hours or more often than is recommended.

This survey was conducted by La Roche-Posay and IPSOS, in collaboration with 12 international experts in photoprotection to better understand the gaps in photoprotection education and prevention.