A whopping 76% of Brits use SPF overseas solely to ditch the routine on sunny days in UK

A study found just 23% of Brits wear sun protection when walking to work, 17% while driving and just 15% when sitting inside near a window

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Three-quarters of Brits treat sun protection as a holiday luxury – only to abandon their SPF routine once they get home.

A whopping 76% of UK adults happily apply SPF while abroad, but skip it for everyday moments at home such as walking the dog or even driving.

While the majority protect their skin during big sun moments such as at the beach (63%) or on holiday abroad (61%) their protective habits collapse when it comes to everyday exposure.

Just 23% of Brits wear SPF when walking to work, 17% while driving and just 15% when sitting inside near a window.

Even though UVA rays are a year-round invisible threat, people are still taking a sporadic approach to applying SPF.

Responsible for up to 80% of premature skin ageing, UVA rays silently penetrate both cloud cover and glass during all daylight hours.

Of the 2,000 adults quizzed in the Olay study, only 24% apply SPF every day.

Nearly half (45%) wear it two days a week or less, leaving their skin exposed to the daily ageing effects of the sun.

Contrary to expectations, younger generations are lagging furthest behind. Older adults (55+) are the most likely to wear SPF daily (29%), compared to a low 14% of 18-24-year-olds.

The national average age for starting a regular SPF routine is 26.6 years old, long after cumulative, irreversible UV damage has already begun beneath the surface.

The top reasons for skipping SPF are entirely behavioural. One third (32%) simply forget and 24% say it’s not part of their daily routine.

Secondary concerns like cost, greasiness or makeup interference are not the dominant barriers.

Yet the study shows that massive knowledge gaps are fuelling these habits, with one-fifth (22%) admitting they didn’t know UVA is present year-round, passes through windows or penetrates clouds.

To intercept these habits, OLAY is launching the OLAY Solarium Roadshow.

The immersive, science-led education tour is travelling across the UK to bring advanced skin health directly to the high street, moving SPF from a seasonal chore to an unmissable daily ritual.

In partnership with OLAY to review the findings, the Skin Health Alliance has issued a stark warning regarding the cumulative impact of these daily micro-exposure moments.

Matthew Patey OBE, Founder at the Skin Health Alliance, said: “Having worked in dermatology, skin cancer prevention and sun protection for more than 30 years, I’ve seen firsthand that people’s perception of UV exposure often doesn’t match reality.

“Many still associate sunscreen with hot weather or holidays, but ultraviolet radiation is present daily, penetrating clouds and even car windows.

“The cumulative effect of seemingly insignificant moments, such as driving, walking the dog or sitting by a window, contributes to long-term skin damage, increased skin cancer risk and premature aging.

“It’s not about avoiding the sun but making sensible, consistent choices for lifelong skin protection.

“The fact that only one in four people wear SPF daily shows a significant gap between knowledge and action.

“Applying a broad-spectrum SPF daily should be viewed like brushing your teeth – a simple habit with lasting benefits.

“You don’t need blazing sunshine or a beach holiday for protection, as your skin is exposed to UV during everyday moments we barely notice.

“By making SPF part of our morning routine we can significantly reduce invisible damage from daily UV exposure, protecting both the appearance and health of our skin for years.”

The OLAY Solarium Roadshow is an experiential retail pop-up travelling across the country to transform SPF from a holiday chore into an unmissable daily ritual.

WHERE THE OLAY SOLARIUM ROADSHOW WILL BE:

Manchester: The Trafford Centre (Friday 3rd July – Sunday 5th July)

London: Westfield White City (Friday 10th July – Sunday 12th July)

Kent: Bluewater Shopping Centre (Friday 17th July – Sunday 19th July)

VISITORS CAN EXPERIENCE:

Advanced UV skin analysis: Look into an onsite UV camera to discover what your eyes can’t see and receive a personalised skin analysis.

Bespoke SPF skincare: Receive an expert consultation designed to help you future-proof your skin, understanding exactly how and when to apply for optimal results.

Live SPF impact demos: Witness the instant, physical barrier created by OLAY’s SPF50+ fluids, proving that daily protection can feel like a luxury, not a chore.

Giveaways: Spin the wheel to win a range of premium OLAY skincare goodies.