Consumers Choose Beauty Over Sun Safety

Consumers love their skin, but they don't always take skin health as seriously as other concerns, according to a survey of 1,008 adults aged 25 and older. The online survey was conducted in January and February 2012 by Public Strategies, Inc. on behalf of the American Academy of Dermatology ( and LEO Pharma. It shows that nearly all respondents (90%) feel that skin can be sexy. Yet while the majority of respondents (58%) acknowledged that they may be at risk for sun damage, they rated tanned skin as one of the most attractive skin features. Additionally, of the 58% of respondents who believe they are at risk for sun damage, half of them have never checked their own skin or had a medical professional check their skin for sun damage-related skin conditions.
Other responses to the survey illustrated that:
• Nearly 9 in 10 Americans have never heard of actinic keratosis, despite it affecting approximately 1 in 6 people
• 59% of respondents have never talked to their doctor about how to prevent sun damage or skin cancer
• 63% of respondents have asked their partners' opinion on health questions, but only 30% have discussed skin appearance with their partner recently
• While nearly 6 in 10 respondents spend time outdoors at least a few times per week, only 14% wear sun protection daily

In response to these results, the AAD and LEO Pharma have launched Listen To Your Skin (, a website that educates Americans about the prevalence of sun damage and the lesser known signs, symptoms, and consequences of overexposure to the sun, including actinic keratosis (AK).

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