Men are more likely than women to contract skin cancer as a result of sun exposure because they do not view sunscreen as essential.
Such is the suggestion of the British Association of Dermatologists, which has commented that many males view suncream as a beauty product.
Nina Goad, a spokesperson for the group, said that while women's magazines have helped to promote the importance of sun protection, there is no equivalent source of such information for men.
"Women are also more aware of the skin ageing effects of the sun and many women use sunscreen as a means of keeping wrinkles at bay," she commented.
She went on to insist that there are a lot of products that are non-sticky and unfragranced and so men should not be put off applying suncream because they view it as a beautification process.
Research from Mintel has shown that fewer than two in five men (37 per cent) in France, Germany, Spain and the UK wear sun protection.
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