LOOKFANTASTIC is making sun protection a priority with its new ‘What The SPF?!’ campaign, emphasising that SPF should be seen as an essential, not a luxury. The campaign aims to make SPF products more accessible by advocating for the removal of the 20% tax currently applied to them in the UK, arguing that sun protection is vital for skin health.

Timed with Sun Awareness Week, the campaign includes a 20% discount on SPF products with a factor of 30 or above, aligning with British Skin Foundation recommendations. This discount will be available across a variety of dermatologist-recommended brands such as La Roche-Posay, Heliocare, Murad, and CeraVe, catering to different skin types and concerns.

A survey by Melanoma Focus found that 50% of UK residents consider sunscreen too expensive, and 67% would use it more if it were 20% cheaper. Responding to this, LOOKFANTASTIC’s campaign aims to make sun protection more affordable. The discount applies to popular brands like Sol de Janeiro, Garnier, and Supergoop!.

LOOKFANTASTIC's Managing Director, Keely Gough, stresses that sun protection is essential for healthy skin, not a luxury. The campaign, which runs from 9th May, to the end of August 2024, seeks to support customers by making SPF products more affordable.

Melanoma rates have increased by 32% over the past decade in the UK, with 86% of cases being preventable. The campaign also supports broader calls for better sun safety education and the reclassification of SPF30+ sunscreens as essential items to remove VAT, as advocated by the British Beauty Council.