Understanding why your customers refuse to wear sunscreen

Skin cancer rates continue to grow, yet so few people regularly use sunscreen. The founder of Altruist Dermatologist Sunscreen reveals how to enforce the importance of the category

Dr Andrew Birnie is the founder of Altruist Dermatologist Sunscreen and the skin cancer lead for East Kent Hospitals in the UK.

Proceeds from the sale of every bottle of Altruist go to charity Under the Same Sun to help children in Africa suffering from albinism.

Here he talks to Cosmetic Business about why he will never be out of the job and how the cosmetics industry must put consumer health first.

Dr Andrew Birnie

“I’ve often joked to my friends, when sitting at a Test match watching the beer fuelled crowd turning gradually redder, that I’ll never be out of a job.

I see consequences of this every week in my skin cancer clinics with rising numbers of skin cancer diagnoses and increasing numbers of young adults being affected, too.

Around half of the diagnoses of melanoma in the UK are in people under the age of 65.

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