NZ SHOULD FOLLOW AUSTRALIA’S LEAD IN CHANGING ATTITUDES TOWARDS SUN PROTECTION AS NEW RESEARCH POINTS THE FINGER AT FASHION FOR RISE IN CANCER

Oasis Beauty, New Zealand’s leading expert in sensitive skin and sun protection products says that New Zealanders should follow the example set by their Australian cousins by unequivocally adopting sun protection as new research blames skimpy clothing for the rise in cancer rates.

The Canterbury-based manufacturer of the signature brand, Oasis Sun SPF30, is working alongside organisations such as Molemap, Auckland Dermatology and Skin Institute to help New Zealanders understand the implications of the latest studies in sun damage prevention.

According to a new retrospective research study conducted by investigators in the Ronald O. Perelman Department of Dermatology at New York University’s Langone Medical Center, changes in fashion and clothing design which have meant increasing skin exposure over the last century, are largely to blame for the rise in the incidence of melanoma.

Their findings are the subject of a report, “More Skin, More Sun, More Tan, More Melanoma,” in the October 6, 2014 issue of the American Journal of Public Health.

The authors surmised that early diagnosis and improved reporting practices do not fully account for the steady rise in cases of melanoma. They analysed clothing styles, social norms, medical paradigms, perceptions of tanned skin, economic trends and travel patterns.

For comparisons between periods, they estimated percentage of exposed areas of the body. For example, early in the 20th century people donned clothing that almost totally concealed the body from head to toe. “Porcelain” skin was favored over the “tanned” skin, which was associated with a lower class of people who worked outdoors.

Changes in medical practice also would pave the way for a shift. For example, sunshine became widely accepted as treatment for rickets and tuberculosis, and was considered to be good for overall general health. This led to a growing belief in the benefit of tanning. People also began to enjoy more leisure time and to favour swimwear and sportswear that progressively covered less skin.

Another contributing factor, the researchers concluded, has been the reversal in attitude about tanned skin, which became a sign of the leisurely upper class quality of life and good health. Graphs tracking the incidence by year and percentage of estimated skin exposure show that these developments rose in parallel with the rise in melanoma cases in the U.S.

The increased incidence of melanoma over the years has been a particular concern, especially with the average age of diagnosis and death from melanoma trending younger than for most of the other major cancers.

The study, however, did cite one positive trend point into Australia, widely considered the “skin cancer capital of the world”, which the researchers say has managed to turn things around, possibly with the help of a public education campaign and a change of view about tanning.

Oasis Founder, Stephanie Evans says `At work, at play or simply chilling out, as our climate changes and we are exposed to more sunshine, it makes sense to put sun protection first. This research backs up the work by the National Health and Medical Research Council of Australia[1] which shows beyond doubt that not only does the use of sunscreen product reduce the risk of cancers, regular sunscreen use retards skin aging in healthy, middle-aged men and women. How fantastic is that? The use of our skincare products will keep you looking younger.’

Oasis Sun SPF30 is formulated for the whole family

• Made for sensitive skin

• Suitable for face and body

• Loved by babies, children & big manly men

• Non greasy & non whitening

• Does not stain clothes

• No colour or fragrance

• Paraben free & non-nano

• Cruelty free & suitable for vegans

• Made in New Zealand

It contains ontains 94% natural/organic ingredients including jojoba oil, shea butter and vitamin E to moisturise against wind, water and sunlight.

More information can be found at www.oasisbeauty.co.nz, along with a list of retailers stocking Oasis Beauty products.

-Ends-

Contact:

Peter Boyes: peter@boyespr.co.nz - 09 5757 003 or 0275 540 500

Stephanie Evans: steph@oasisbeauty.co.nz or 021 070 9729