13 July 2010

Cancer Research UK and ASOS team up

Today sees the launch of  Fashion Forecast from Cancer Research UK’s SunSmart campaign and fashion retailer ASOS.com, which provides tailored online fashion advice to help people be stylish while avoiding sunburn this summer. 

Cancer is a topic that is very important to me as my mum has had a few different types and my grandpa has also had cancer too so please note THAT is why I want people to be aware of wearing SPF and covering up, just generally not getting sunburn.

For the majority of people, it seems there is no greater crime against summer fashion than wearing socks and sandals, with a third of people (33 per cent) sticking by the cardinal fashion rule as a combination to avoid at all costs. The dreaded ‘muffin top’ – a result of wearing trousers too tight so that skin bulges over the top – claimed second place, with almost a quarter of the vote (24 per cent).

While showing us which looks to completely avoid this summer, the light-hearted survey has a serious message behind it. Only four per cent of people said sunburn (which often results in red, painful blistering or unsightly peeling skin), is the biggest summer fashion faux pas, suggesting a worrying acceptance of unhealthy sunburn and tan lines as a fashion norm.

Cancer Research UK has teamed up ASOS.com to create Fashion Forecast, which provides up to the minute expert style advice for any occasion. Not only does it give all the style direction you could possibly need, but Fashion Forecast also has a range of versatile looks to help people work their wardrobe with all style and no sunburn this summer.

There are a few simple things that people can do to protect themselves this summer, including spending some time in the shade between 11 and 3, when the sun is at its strongest, and applying at least factor 15 sunscreen when there’s a chance of sunburn. Using clothes to cover up is another great way to protect skin from too much UV, and that’s why we’re working together with ASOS to show how easy it can be to be SunSmart and stylish at the same time.”

To try out Fashion Forecast for yourself, visit www.ASOS.com/fashionforecast.
Simply select the kind of occasion, weather and skin type, based on the options provided, and it will suggest fashion-forward outfits for looking good and staying safe in the sun.

About Cancer Research UK

Cancer Research UK is the world’s leading charity dedicated to beating cancer through research.

The charity’s groundbreaking work into the prevention, diagnosis and treatment of cancer has helped save millions of lives. This work is funded entirely by the public.

Cancer Research UK has been at the heart of the progress that has already seen survival rates double in the last thirty years.

Cancer Research UK supports research into all aspects of cancer through the work of more than 4,800 scientists, doctors and nurses.

Together with its partners and supporters, Cancer Research UK's vision is to beat cancer.

For further information about Cancer Research UK's work or to find out how to support the charity, please call 020 7121 6699 or visit www.cancerresearchuk.org

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2,159 adults. Fieldwork was undertaken between 29th June – 1st July 2010. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).


  1. Great post, what a great idea from asos and cancer research UK, I cringe when I see people that have really burned themselves in the sun. I'm running the Great North Run to raise money for cancer research uk, as like you its a cause close to my heart and affects so many people x

  2. This is great :-)

    I used to be a sunbed addict and use oil rather than suncream when I went on hols. Now I'm so anti sunbeds and pro-SPF it's a bit unbelievable! It's so easy to reduce the chances of skin cancer 9(and wrinkles!), just by slapping some cream on.


  3. Good post. I can't stand to see people sunburned :( I've had it stupidly a few times and now I am much more careful. I like being pale :D

  4. wow, well done asos for picking up the issue. Its such a shame that people want the tan now and don't think about the consequences. Great post :)

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