Asda are developing a brand new range of sunscreen lotions that contain ultra-masculine scents, and aim to encourage men to protect their skin .
The new lotions will contain ‘butch’ scents such as liniment and musk and aim to compliment its traditional ‘girly’ perfumed selection.
Research conducted by the grocery retailer showed up to 28 per cent of young men refuse to wear sun creams because they regard the delicate odours effeminate, and a large majority added it betrays their ‘hard’ image .
Locker Room Chic is a range of scents that will use a variety of smells such as green lime, sandalwood and cedar, all of which are smells that sports enthusiasts and regular exercisers say they find attractive.
The scents used in the final line up will include a delicate balance between manliness and social acceptability.
Asda suncream buyer Clare Jenkins commented, “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.”
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.
According to the charity skin cancer is now the fastest growing killer in Britain, with a larger death rate than in Australia .
In a survey carried out of 1,200 adult men, 10 per cent did not know there was a link between skin cancer and sun exposure, and alarmingly just 27 per cent said they would use sun protection if they were on a beach abroad.
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