Getting men to cover up

Persuading men to use suncream is a huge challenge for the cosmetics industry. A recent Mintel survey has revealed that the number of men using sunscreen has fallen from 57 per cent to 45 per cent, whilst skin cancer rates are rising.

To assist cosmetics companies to reverse this trend RSSL Pharma, the Reading-based laboratory, provides contract services in sun protection factor testing, sensory evaluation and consumer preference studies. It has recruited a large panel of male volunteers ready to help cosmetics companies develop sunscreen products that men will be willing to use.

"Men's use of other cosmetic products is apparently growing, but men are discouraged from using sunscreens as they find the smell and texture of the products unacceptable,'' says Laura Marshall of RSSL Pharma Dermatological Testing Laboratory. ''If men are to be encouraged to use sunscreens, we have to develop products that men feel comfortable about using. The complementary new product development services on offer at RSSL, linked to our consumer research and sensory evaluation services, could be the key to creating the products that men will find acceptable.''