Beiersdorf’s Nivea brand highlights skin cancer risk for UK parents

Beiersdorf's Nivea brand has allied with Cancer Research UK to raise awareness of the heightened risk of skin cancer that British consumers are experiencing in the current heat wave.

A survey from Cancer Research UK and Nivea Sun has revealed 40 percent of UK parents of children aged 16 or under admit they often forget to protect their skin in strong sun, because they are concentrating on protecting their children instead.

Although 85 percent were aware that too much exposure to UV radiation can increase their risk of skin cancer, only 47 percent normally take as much care to protect their own skin as they do to protect their children's.

Nivea Sun is currently working with Cancer Research UK to promote key sun safety messaging through an advertising campaign, while also supporting the charity with funding contributions.

Graham Taylor, a brand representative for Nivea Sun, said: "We all need a bit of sun to keep us happy and healthy, but the important thing is for the whole family to enjoy it responsibly and safely."

This comes after the Nivea brand last month launched a long-term corporate social responsibility campaign aimed at strengthening family bonds around the world.