July 15, 2009 15:10 ET

Canadians Falling Short of Adequate Sun Protection

NEUTROGENA® Releases Results of Sun Protection Survey

Attention: Assignment Editor, Health/Medical Editor, Lifestyle Editor TORONTO, ON--(Marketwire - July 15, 2009) - Skin cancer is the most common form of cancer in Canada, so why did 49% of Canadian adults report that they rarely or never put on sunscreen? Dermatologist recommended suncare brand NEUTROGENA® conducted a survey to explore Canadians' sun protection habits and behaviour. With an estimated 80,100 new cases of skin cancer to be diagnosed in Canada this year alone, sun protection has never been more important.

While 86% of Canadians report that they understand the rules for sunscreen application, the survey indicates that Canadians are still not practicing proper sun protection:
* Only 10% of Canadians use SPF every day
* UV exposure occurs even on cloudy days, yet 40% of Canadians surveyed only apply sunscreen on sunny days
* An annual skin cancer screening is an essential part of ensuring the health of your skin, but the majority (57%) of Canadian adults have never visited a dermatologist

The survey also reveals that Canadian consumers still do not fully understand the important elements of sun protection:
* 50% of Canadian adults reported that they are only somewhat or not at all knowledgeable about the meaning of SPF
* 34% of Canadians do not know the difference between aging UVA and burning UVB rays

While 86% of Canadian adults agreed that sun exposure can be deadly, 83% also reported getting sunburned at least once per year. One reason for this statistic may be improper application of sunscreen.

Dr. Jensen Yeung, MD, Medical Director of the Dermatology Department at Women's College Hospital, University of Toronto, explains that many consumers often apply less than the recommended two tablespoons of sunscreen for coverage of the entire body, leading to inadequate protection.

"Under-application of sunscreen can result in receiving 10-25% of the SPF shown on the label-meaning a poorly applied sunscreen of SPF 60 can result in protection equivalent to SPF 6," says Dr. Yeung. "Applying a high SPF can compensate for improper application and lead to less cumulative sun damage over a lifetime." NEUTROGENA? ULTRA SHEERTM Dry-Touch Sunscreen SPF 85 offers the highest level of SPF available in Canada, with broad-spectrum protection against UVA and UVB rays. The photostable formula, which resists degradation when exposed to UV rays, has a sheer, matte finish that absorbs easily and won't clog pores.

So why aren't Canadians applying sunscreen?
* 50% of consumers choose not to apply sun protection because they do not like the smell or feel of sunscreen
* 29% of Canadians are still looking to get a tan!

NEUTROGENA® offers a breadth of sun protection products to encourage skin health for every age and lifestyle.

NEW 2009 NEUTROGENA® Sun Products
* NEUTROGENA? ULTRA SHEER® Dry-Touch Sunscreen SPF 85 - Offers the highest SPF level available in Canada, with photostable broad-spectrum protection
* NEUTROGENAâ Sensitive Skin Sunscreen Lotion SPF 60 - Creates a barrier between the skin and the sun to provide instant broad-spectrum UVA and UVB protection. The advanced PURESCREEN? technology contains titanium dioxide and zinc oxide, naturally sourced sunscreen ingredients that are gentle on sensitive skin
* NEUTROGENA® ULTIMATE SPORT? Sunscreen SPF 45 or SPF 60 - Developed with a patent-pending ultra waterproof technology, these formulas effectively withstand early sunscreen wear-off, including that due to sweat and water
* NEUTROGENA? PURE & FREE? Baby Sunscreen SPF 60+ with PURESCREEN? - A new non-whitening physical sunscreen with minerals titanium dioxide and zinc oxide, naturally sourced ingredients, that are clinically proven to be gentle on baby's skin
* NEUTROGENA? WATERGUARD? Kids Sunscreen SPF 45 or 60 - Formulated with an innovative waterproof technology that effectively withstands the reasons for children's early sunscreen wear-off including that due to sweat and water

A worldwide leader in premium, dermatologist-recommended skin, hair products, the makers of NEUTROGENA® have been providing consumers with health and beauty improvements for over 40 years. The Company manufactures and markets skin and hair care products that are distributed in more than 70 countries. The Canadian office is headquartered in Markham, ON. IN: HEALTH

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