Masculine scents are being added to sun creams to encourage men to protect their skin.
Asda is to sell lotions with more ‘butch’ scents such as liniment and musk alongside its ‘girly’ perfumed selection.
Many young men refuse to wear sun cream because they find the delicate odours effeminate, the supermarket chain said.
Asda suncream buyer Clare Jenkins said: ‘We believe that our new range of macho sun creams will have an image which goes well with a strong sense of masculinity.
‘Hopefully it will allow young men to remain butch without being sunburnt because the scents will confirm rather than disparage their sexuality.’
Macho sun creams
Its new range of lotions will use smells that men who play sports and exercise regularly say they find attractive.
The British Skin Foundation warns that millions of British men do not wear sun cream because they are too ignorant or too arrogant to do so.
Skin cancer is the fastest growing killer in the UK with the death rate now 1.5 times that of Australia, the charity said.
Its survey of 1,200 adult men found 10 per cent did not know skin cancer was linked to sun exposure.
Just 27 per cent said they would use sun protection if they were on the beach abroad.
Only 1 per cent of respondents would apply sun cream when playing sport in the height of British summer time.
The British Skin Foundation’s online survey was carried out by Onepoll.com earlier this month.
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