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SmartShield PR US News and World Report

US News and World Report

June 16, 1997

Skin Cancer Protection: Lotion for Dudes

Brad Bierman was exhibiting his company’s sun-protection products last fall at the fly-fishing show in Denver when a large man grabbed him by the sleeve, led him to a quiet spot, and asked, “Got anything a man can use?” Like most guys, he’d had trouble finding a sunscreen that didn’t feel like maple syrup and smell like tropical fruit. Six months later, the man, a professional fishing guide, is a dedicated user of Bierman’s oil-free, unscented, waterproof SmartShield product line, which includes sunscreen lotions for skin, eyelids, and lips. Dermatologists recommend a minimum sun protection factor or SPF, of 15. Better yet, they say, stay out of the sun between 10 AM and 3 PM. Men who work or play in the daytime sun need to get over their aversion to lotions, as well as their mistaken idea of an ideal masculine look. There is no healthy tan.