It’s not a generalization to say that men aren’t particularly great about sun protection. “I ask every person that I perform a skin examination on whether or not they wear sunscreen daily. Easily 70 percent of male patients say that they do not,” board-certified dermatologist Corey L. Hartman, founder of Skin Wellness Dermatology, tells “According to reports, only about 14 percent of men use sunscreen on their faces and other sun-exposed skin when going outside.”

Demographically speaking, women are categorically more compliant in heeding expert warnings regarding sunscreen compared to men, and this is reflected in consumer trends. Since January, searches for sunscreen among women increased 27 percent compared to 0 percent among men on the shopping app Klarna. So things are not looking good. But why?

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