People are some of the most stubborn living beings on earth for statistics show that almost 30% of all adults still go outdoors without using ample sunscreen in spite of well publicized warnings of the damage skin and the resulting skin cancer can cause due to over exposure to the sun. About 1.5 million new cases are diagnosed each year and a few thousand will result in death from skin cancer alone. Even repetitive warnings are not heeded by adults and also children who need more protection for their skin. Research is showing that severe sunburn in childhood can increase the likelihood of contracting skin melanomas and the other forms of skin cancer in adult life. So heed those ads and warnings, they are in fact for your safety and health.