This month, the Personal Care Products Council (PCPC) launched its #WearSunscreen campaign, a national initiative promoting year-round sunscreen use and combating misinformation about sun protection. The campaign debuted on World Health Day (April 7) and was developed in partnership with the Consumer Healthcare Products Association (CHPA) and the Health In Hand Foundation.
“The incidence of new skin cancer cases, specifically melanoma cases, is expected to increase this year,” Tesia Williams, Executive Vice President of Public Affairs & Communications at PCPC, told CosmeticsDesign. “While skin cancer cases are rising, so is the spread of misinformation on the use of sunscreen and prevention of the disease.”
Additionally, she continued, “launching on World Health Day felt like the most opportune time, given the proximity to summer vacation season and promoting the day’s purpose of encouraging individuals and communities to improve health outcomes.”
According to PCPC’s press release, “slightly more than half of Americans say they use sunscreen during the summer,” and the campaign seeks to change that by reinforcing one core message: “sunscreen saves lives.”
Reframing sunscreen as an everyday essential
PCPC’s strategy is focused on encouraging consistent sunscreen use regardless of weather or season. “Consumer use of sunscreen has long been a focus of PCPC and many of our partners,” said Williams.
“Therefore, collaboration with organizations such as the Consumer Healthcare Products Association, Health in Hand Foundation and Melanoma Research Foundation, was key to educating the public and dispelling misinformation.”
She also highlighted that the campaign drew support from dermatologists, content creators, and influencers to connect with a wide range of consumers.
CHPA President & CEO Scott Melville emphasized the campaign’s behavior-change goal. “We hope this campaign not only raises awareness, but also shifts behavior,” he said in the press release. “Our goal is for sunscreen to be seen not as a beach-day extra, but as an everyday essential, because that’s exactly what it is.”
Addressing false claims head-on
The campaign directly challenges misleading and potentially harmful claims spreading on social media.
“Our unbranded campaign leverages data that is likely familiar to the public; however, we simplified the message and were intentional about calling out erroneous information currently circulating on social media platforms, such as: ‘You can make sunscreen at home,’ ‘coconut oil can serve as SPF;’ or ‘sunscreen does not expire,’” said Williams.
As noted in the organization’s press release, while sunscreens have been an effective tool against sun exposure for decades, recent data demonstrates that the number of skin cancer cases is projected to increase this year.
“We know that proper and consistent use of sunscreen can help prevent the disease,” the press release confirmed, and #WearSunscreen is designed to reinforce this messaging.
Proven protection, widespread access
The campaign highlighted that both mineral and chemical sunscreens are FDA-regulated and scientifically evaluated and “proven to help prevent sunburn, premature skin aging, and skin cancer when used as directed,” according to PCPC.
Dr. Jane Yoo, a New York-based board-certified dermatologist quoted in the release, said, “Just like brushing your teeth or clicking your seatbelt, wearing sunscreen should be a consistent part of your daily routine all year long.”
She added, “Regular sunscreen use can cut your risk of developing squamous cell carcinoma in half and lower your melanoma risk by 40 percent.”
How industry can support the message
PCPC encourages manufacturers and suppliers to contribute to the campaign’s reach through digital engagement and consumer education. “Involvement is as simple as using the ‘#WearSunscreen’ hashtag in their social media posts,” Williams said. “Manufacturers can encourage consumers to make sunscreen use part of their daily routine through product messaging, in-store displays, and other direct engagement with consumers.”
The campaign’s official site, personalcarecouncil.org/sunscreen, offers fact sheets, social graphics, videos, and other free, science-based resources.
Tracking impact and sustaining the effort
PCPC and its partners are measuring success through hashtag tracking, media coverage, and public endorsements. “The ultimate measure of success would be to see people of all ages and backgrounds increase their use of sunscreen,” said Williams. “Shifting consumer behavior is not an easy task and requires an all-hands-on-deck approach, which we’ve implemented in this campaign.”
Williams said the group is focused on maintaining the conversation beyond summer: “We’re focused on fostering a 3-6-5 approach to sun safety that goes beyond the campaign’s duration,” she concluded. “We’ll continue to engage with partners, influencers, and medical professionals to extend the conversation around skin cancer prevention.”