- How Commercialism Has Twisted Proper Sun Care
Scaring people out of the sun is a multibillion-dollar business. Smart Tan stamped the term “sun scare” in 1996 to properly identify those who were distorting the truth about sunshine’s complex relationship with human health in order to scare you out of the sun.
Some of “sun scare” groups profit by marketing a distorted sun abstinence message, while others simply tell you to avoid any and all sun exposure because they don’t trust you to make your own informed decision about proper sun care:
1. Cosmetic Corporations – These giant “cosmeceutical” firms are driven by multibillion-dollar profits and are the leading purveyors of “sun scare.”
The sunscreen manufacturers are marketing their products to block any and all UV exposure rather than simply for sunburn prevention. Sunscreen corporations are enjoying record profits right now. For instance:
• $9 billion pharmaceutical giant Schering-Plough (Coppertone) reported sun-care related sales of $204 million in 2005, up 16 percent from 2004 and up 40 percent from 2003, making the division one of Schering-Plough’s best performers by percentage growth.
• $50 billion Johnson & Johnson’s consumer products unit – which markets sun care products like Neutrogena and Aveeno, is one of the pharmaceutical giant’s most profitable divisions, with increased sales of $2.36 billion in the first quarter of 2006 alone.
Neutrogena’s commerce uses some of the most aggressive sun-scare tactics of any sunscreen company.
In its “Age Shield” SPF 45 product, Neutrogena warns people, “As part of your daily skin care regimen, Neutrogena recommends Healthy Defense SPF30 Daily Moisturizer to combat damage from daily sun exposure.”
• Beauty magazines – Chock full of cosmetic advertising, the average North American beauty magazine contains 21 pages of anti-sun-related advertising in every issue. That is an estimated $1 million a month in revenue for many beauty magazines, which explains why their editorial message is so heavily slanted against sunshine.
• One prominent example of how advertising affects beauty magazine coverage of this issue: Cosmopolitan magazine sold sponsorship of a cover feature on sun care to Neutrogena in May 2006.
The heap of stories – as beauty magazines often do – featured and recommended usage of Neutrogena products. Furthermore, Cosmo Editor Kate White personally trumpeted the message of her advertiser on a publicity tour that included a prominent interview on NBC’s The Today Show in April.
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