As temperatures reach the high 80s, students at the University flock outdoors to work on a golden tan. Applying moderate amounts of sunscreen protects skin from the most harmful sun rays, but new products advertise sun protection factors of 80 to even above 100 SPF levels, leaving consumers confused and believing the impossible – total protection from the sun.
Big names like Banana Boat, Neutrogena and Coppertone all recently released products with SPF numbers consecutively surpassing each other. These sprays and lotions advertise a sense of safety to consumers, but protecting has turned into a numbers game that looks to assure customers they are receiving the best defense for their skin. Advertisers get away with boosting SPF levels by leaving the meaning of the numbers up to the consumer to determine.
“One of the issues is that using numerical and statistical claims can create the impression – correct or not – that the claim being made is much more objective,” said Marian Friestad, a marketing professor at the Lundquist College of Business. “They can make claims that say ‘softer’ or ‘better,’ but using numeral advertising is more open to the consumer’s interpretation.”
What does SPF really mean?
| – | The number associated with SPF represents the length of time you can stay out in the sun without burning, multiplied by the corresponding number. With a sunscreen that has an SPF of 15, a person who would normally start to burn in 10 minutes without sunscreen could theoretically have 150 minutes of sun protection. Usually, an SPF 15 sunscreen will give you about an hour of protection before you should re-apply sunscreen. This, of course, varies depending on skin tone. |
Deb Morrison, advertising and brand development professor in the School of Journalism and Communication, also sees behind the label when it comes to SPF embellishments.
“Advertisers look for whatever incremental product benefits might help them be competitive,” Morrison said. “The best way for consumers to use any information such as this is to be active in their purchase behavior.”
There are two different types of UV rays in sunlight: UVB light causes surface sunburn, while UVA light penetrates and causes deeper connective-tissue damage. UVA light is the culprit for premature aging and cell-level damage.
A sunscreen’s SPF number measures how much the product shields the sun’s shorter-wave ultraviolet B rays, or UVB radiation, which can cause sunburn.
Years ago, SPF levels topped out at 30. These days, however, a race is on among sunscreen makers to create the highest SPF that customers can buy.
“The main thing is to reapply, since most people don’t put on enough sunscreen,” advised Caroline Wolfram, a pharmacist at the University Health Center.
Don’t be confused by these triple-digit numbers – no SPF, not even above 100, offers 100 percent protection from UV rays, Wolfram said. A higher SPF doesn’t offer more UV protection than SPF 30; it means you may be able to stay outside longer without burning.
When comparing sunscreen brands:
| – | Look for a moderate SPF level. Anything above 30 will give you good protection throughout the day when reapplied. Find products with active UVB- and UVA-fighting ingredients like mexoryl for UVA protection and prevention of wrinkles. Look for a sunscreen with The Skin Cancer Foundation’s Seal of Recommendation that guarantees the sunscreen product meets the highest standards of safety and effectiveness Evaluate the ingredients contained in each brand of sunscreen. Avoid brands with ingredients that include chemicals that could cause allergies or sensitivity. Ingredients such as aloe and minerals are always a safe bet. |
When it comes to purchasing sunscreen, Morrison advises consumers to “research and read.”
“Use common sense and reward those brands that use honesty to sell their products,” Morrison said.
Applying sunscreen once a day is not enough, though. The American Academy of Dermatology advises the use of sunscreens with SPF levels of at least 15 and UVA-fighting ingredients like avobenzone or Mexoryl SX, to absorb the full spectrum of UVA rays.
While finding a sunscreen with all the active ingredients may be ideal, be aware of higher SPF levels that may block out healthy rays and contain more chemicals that may cause allergies or sensitivity. Wolfram warns that some SPF levels can block out calcium and Vitamin D.
“But the thing is, you can always supplement calcium and Vitamin D,” Wolfram said. “It is better to err on the side of wearing sunscreen, and be protected from the bright sun.”
For Lauren Wirtis, a sophomore environmental studies major, shopping for sunscreen is about finding that “happy medium” between high SPF levels and knowing the rate at which you have to reapply.
“I usually get SPF 30. I have heard that is the best protection, but it definitely depends on where I am,” Wirtis said. “Psychologically, I feel like I am still getting a tan, but I know I am protected.”
The AAD recommends applying about an ounce of sunscreen – or a shot glass full – on your body, or two coats of spray, and apply sunscreen 15 to 30 minutes before sun exposure for the agents to become fully active. If you are unsure of what SPF to purchase for your skin tone, talk to a pharmacist.
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