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CHOSEN®, the clinical-grade skincare brand for Skin of Colour (SOC), has unveiled its latest campaign, Real Men Wear Sunscreen, aiming to challenge long-standing misconceptions and encourage men to incorporate sun protection into their daily skincare routines.
The campaign comes after a revealing survey of 1,500 men aged 20-29, which highlighted alarming gaps in sunscreen knowledge and usage. According to the findings, a significant 79% of men are uncertain if their sunscreen is suitable for their skin type, and half of respondents wrongly believe sunscreen is unnecessary on rainy days. Additionally, 21% avoid sunscreen due to its greasy feel, while 4.2% cite discomfort with facial hair as a reason for skipping it.
The survey also uncovered a widespread misunderstanding of sunscreen’s benefits. While 65% of respondents primarily use sunscreen to prevent tanning, only 17% associate it with anti-aging. The failure to reapply sunscreen during the day was another key issue, with 85% of men not reapplying after their initial application.
Dr Renita Rajan, founder of CHOSEN®, commented, "The effects of external factors such as UV rays, pollution, and blue light can significantly impact skin ageing and pigmentation. While men’s sunscreen needs are the same as women’s, their unique preferences, such as lightweight, non-greasy formulas and compatibility with facial hair, have often been overlooked.”
Real Men Wear Sunscreen aims to address these gaps by promoting education around proper sunscreen use. Through engaging digital content, a myth-busting video series, and influencer collaborations, CHOSEN® is challenging traditional notions of masculinity and skincare. The campaign features a comprehensive approach, including a Sunscreen Calculator, Ingredient Checker, and SPF Meter to ensure men can find the right products for their skin.
“By tackling these misconceptions head-on, we want to make sunscreen a natural part of men’s daily routines,” Dr Rajan added. “The goal is to empower men to take better care of their skin and embrace sun protection with confidence.”
With Real Men Wear Sunscreen, CHOSEN® is sparking a much-needed conversation about the importance of sun protection for men and providing the tools to make it easy and effective. The campaign is set to engage a wide audience through its innovative digital strategy and practical skincare advice.
