Following the success of last year’s ‘What The SPF?!’ campaign, LOOKFANTASTIC, the home of iconic beauty is proud to launch ‘Two Fingers for Sun Protection, Two Fingers to Sun Damage’—a bold initiative reinforcing the importance of daily sun protection while making SPF more accessible for all.
The campaign sees LOOKFANTASTIC offering a 20% reduction across its core SPF face and body products (factor 30 or above). LOOKFANTASTIC also commissioned an independent survey in March of over 5,000 people across the UK, key findings include:
• A widespread misunderstanding of SPF, with only 35% of respondents who correctly understood the meaning of SPF 30, while a significant 45% believed it represented the
percentage of UV rays blocked. This confusion is among younger generations (Gen Z and Millennials) with a 70% incorrect response rate.
- 67% of respondents that were aware of sun damage, shows that there is a knowledge of the risk, but they do not understand how to properly protect themselves.
- Respondents prioritised skin issues relevant to their age group over sun damage. For instance, Gen Z is mainly concerned about acne, while Gen X and Baby Boomers focus on wrinkles. Overall, 88% are worried about developing melanoma.
- 9 in 10 stated they felt the government should do more to educate the public about SPF and sun protection.
84% (8 in 10) agreed that sunscreen should be exempt from VAT in the UK.
Keely Gough, managing director for LOOKFANTASTIC, says: “Building on the success of our ‘What The SPF?!’ campaign, LOOKFANTASTIC is launching ‘Two Fingers for Sun Protection, Two Fingers to Sun Damage,’ a powerful initiative aimed at bridging the alarming knowledge gap surrounding SPF. Our survey revealed a shocking misunderstanding of sun protection, particularly among younger generations, with 70% incorrectly interpreting SPF 30. This, coupled with the fact that 9 in 10 people are calling for increased government education on sun safety, and 84% support VAT exemption on sunscreen, highlights a clear public need for accessible and understandable information.
Millie Kendall OBE, chief executive at the British Beauty Council, adds: “This data proves that, although people are more likely to be wearing SPF more regularly, there is much work needed in the realms of education and accessibility to ensure that first, more people are able to purchase SPF products and second, they are using and reapplying in the most beneficial ways. We know that regular use of SPF reduces the chances of developing skin cancer by 40%, so this is vital work and it’s great to see LOOKFANTASTIC pushing this forward.”
With melanoma rates rising and 86% of cases being preventable, we’re committed to empowering everyone to make sun protection a daily habit by providing access to trusted brands and dermatologist-recommended products.”
LOOKFANTASTIC’s campaign aligns with expert recommendations, ensuring that its 20% price reduction applies to SPF products of factor 30 and above—the minimum sun protection factor advised by the British Skin Foundation. With a variety of products catering to different skin types, tones, and concerns, the promotion includes beloved brands such as Bondi Sands, Laneige, Lancaster and Shiseido, alongside dermatologist-recommended lines from La Roche- Posay to Heliocare.
Statistics on Melanoma UK report that Melanoma is the UK’s fifth most common cancer, affecting approximately 16,700 people each year, 86% of these cases are preventable. The growing public awareness around SPF has led to a surge in demand, with LOOKFANTASTIC reporting a +73% increase in searches for SPF products in 2024 and has again grown in 2025 year to date by 38%.
LOOKFANTASTIC’s 20% price reduction on its core SPF range launches April and will run throughout summer, continuing its mission to make sun protection an everyday essential for all.
