Because one in eight Irish dudes will get skin cancer.

Yeah, I know, I’m looking out my window, too, and the sun seems a distant, wistful memory. And frankly, the last three {four? Five?} ‘summers’ haven’t exactly inspired any of us to even think twice about UV protection.

I am bad enough, me with all my samples and knowledge, about being ambivalent as regards the SPF, but dudes? How many dudes do you see sloping around with their shirts off, the minute the mercury creeps above anything that seems even remotely warm? And, as it says in the video created by La Roche-Posay for their Save Our Skin campaign, some Irish dudes do think that sunburn is hilarious — I’ve seen them, laughing at their poor, lobstery mates! — but the long term ill effects of a right roasting can be life threatening.

So, you know, if you want your man to take care of his pelt, it might be up to you to get the routine started. And, uh, apparently like, clothes don’t really block out the UV as much as you’d think, so if you are chasing your dude around the house with SPF, well, it could be fun. Because you can’t really apply the stuff effectively when those clothes are on? Right?

Sun protection can be sexy.