As families gear up for UK staycations, a new campaign underscores the importance of sun protection at home. Holiday brand Hoseasons has partnered with skincare pioneer Childs Farm for Sun Awareness Week 2025 (12th–18th May) to educate parents on safeguarding children’s skin from harmful UV rays. With 60,500 monthly searches for “sunburn”, public interest in sun safety is evident, yet misconceptions persist.
Consultant Dermatologist Dr Anita, Childs Farm’s campaign ambassador, leads the initiative with evidence-based advice. She stresses that sunscreen is not just for holidays abroad but a daily necessity in the UK. “I advise people to use sun protection every day, all year round, regardless of the weather. UV rays are present year-round and are responsible for about 80% of premature skin ageing, as well as increasing the risk of skin cancer,” Dr Anita says. “Even on cloudy or cool days, UV rays can penetrate clouds and cause skin damage without you realising it.”
She recommends checking the UV index, available on weather apps or government websites, which ranges from 0 to 11+. A value of 3 or higher indicates a risk of harm from unprotected exposure. For children, Dr Anita advises applying sunscreen before school or nursery and packing hats and long-sleeved clothing for added protection.
Correct sunscreen application is key. Dr Anita advocates the “two finger rule”: “Apply a line of sunscreen along the length of your index and middle fingers and apply this to your face and neck. The same can be done for other body areas such as each arm, upper and lower legs and upper and lower back.” Sunscreen should be applied 15-30 minutes before going outdoors and reapplied regularly, especially after swimming or sweating. “One of the biggest mistakes people make is not applying sunscreen generously enough and forgetting to reapply it throughout the day,” she warns.
Choosing the right SPF matters. Dr Anita recommends fragrance-free SPF 50+ products for children over six months, specifically formulated for sensitive skin. Childs Farm’s SPF 50+ sunscreens are dermatologist-approved, fast-absorbing, water-resistant, and provide up to 24 hours of moisturisation. She also highlights the importance of the UV star rating, which indicates protection against UVA rays. “The UV star rating system shows how well a sunscreen protects against UVA rays, the more stars, the better the protection,” Dr Anita explains. “For children, I recommend SPF 50+ with a 5-star rating.”
Children’s skin needs extra care. Childs Farm’s experts note, “Children’s skin is thinner and more delicate than adults, which means they absorb more of the harmful effects of UV radiation.” They suggest making sunscreen application a fun, routine part of a child’s day, with their Sun Spray offering a convenient solution for wriggly kids.
Proper sunscreen storage is crucial. Dr Anita urges parents to check expiry dates and the “period after opening” (PAO), typically 12 months. “Signs your sunscreen is no longer effective include changes in texture, colour or smell,” she says.
To gauge public awareness, Hoseasons conducted a street vox pop during Sun Awareness Week, capturing spontaneous responses about sunscreen use and SPF knowledge. Gemma Brown, General Manager at Hoseasons, says, “We’re passionate about helping families make the most of their time together, and a big part of that is staying safe and comfortable outdoors, whatever the weather.” She adds, “Our partnership with Childs Farm means we can offer meaningful, expert advice to help families enjoy the sunshine while staying prepared for whatever the skies bring.”
With UV rays posing a year-round threat, the campaign empowers families to prioritise sun safety, ensuring happy, protected holidays across the UK.
