Legions of new, state-of-the-art sun spot treatments are hitting shop shelves right now. And yet, still, Britons — especially older Brits — are doing little to prevent them.

New figures reveal that only a fifth of us apply SPF daily, and a third of those are using less than factor 30. Remarkably, one in seven never applies sunscreen and just over half only bother when it’s obviously sunny.

This is short-sighted as the sun emits harmful rays all year, even on cloudy and rainy days. Just because the sun is not blazing above you does not mean you can abandon all sun protection. We know this and yet it’s still a long way down the beauty hit list for too many.

And the older we are, the worse our habits: 60 per cent of those aged 45-54 are only using SPF when the sun is shining. Small wonder, then, that while melanoma skin cancer rates have dropped among younger age groups since the early 1990s, they have shot up for the older generation.

If you are in your 50s, this is by as much as 102 per cent. And why is it that so many of us are still actively seeking a real tan? I’ve said it before, and I’ll say it again: there is no point throwing money at skin-bolstering potions, if you’re not taking the one measure available to us to prevent premature ageing.

New figures reveal that only a fifth of us apply SPF daily, and a third of those are using less than factor 30

Kimberley Medd of retailer Face the Future, which commissioned the survey in collaboration with YouGov, says: ‘Sun damage is never “done”, but continues as we age, if we’re not properly protecting our skin with high SPF every day. It’s never too late to start wearing SPF. It gives your skin the chance to repair itself, and stops adding more cumulative UV damage, which ultimately lessens your risk of skin cancer.’

Inspired by its findings, Face the Future is removing VAT from all its sun protection products until May 31. Its aim: that we start using high SPF all year round, whatever the weather.

Superdrug also doesn’t make this 20 pc charge on its own-brand sunscreen, Solait, in support of the VAT Burn campaign (melanomafocus.org/vat-burn/) because it believes SPF should be deemed a healthcare essential, not a beauty product.

Whichever brand you choose, you need to make sure you’re applying it properly. Only 8 pc of us who use decent-strength SPF bother to re-apply during the day — and even I’m guilty of this, bar the odd spritz.

I do start the day with a good dollop spread across my face, as my moisture base, then wait five-to-ten minutes for it to sink in before applying make-up.

Yes, it requires patience. Still, SPFs have become so advanced, so brilliant, tailored to skin-type, that I look forward to testing every new example that crosses my desk.

My recent favourites include Mecca Cosmetica’s new To Save Face SPF50+ Brightening Sun Serum (£38, meccacosmetica.com) a shield enhanced by 3 pc niacinamide to smooth lines and hydrate, while light-reflecting pearls melt into the skin for a radiant gleam.

While Thank you, Farmer Sun Project Silky Calming Sun Stick SPF50+ (now £18.40, FacetheFuture.co.uk) is the in-your-pocket refresh we all need.

Sustainable, chemical-avoidant firm Jurlique’s new UV Defence SPF 50+ (£40, jurlique.co.uk) has been years in the making.

Finally, a natural sunscreen to delight those of us who also want to look good. It’s packed with aloe vera extract and glycerin to keep skin glowingly hydrated and refreshed. However, if your reaction is: ‘£40 – I think not’, go for Garnier’s excellent Ambre Solaire Anti-Age Super UV Protection Cream SPF50 (£9.99, superdrug.com). Every home should have some.

RACE YOU TO IT! 

Jo Loves With Love from Positano 

A spring limited-edition, Jo Loves With Love from Positano (£135 for 100ml edp, cultbeauty.co.uk) has already sold out on the brand’s website, with only a few flacons left at its Belgravia store. Jo Malone’s orange oil, bergamot and star anise concoction is bright, breezy and sunnily optimistic. Get your name down for supplies at Harvey Nics and Cult Beauty. 

£135.00 Shop

TOP TINTED LIP BALMS 

Jones Road The Lippie Stick in Me 

(£22, jonesroadbeauty.com).

A cushioning, spearmint balm in a cool nude for no-make-up make-up.

£22.00 Shop Sisley Phyto-Lip Balm in Pink Glow 

(£46, cultbeauty.co.uk).

The shine of a gloss with the comfort of a salve in a flattering hue.

£46.00 Shop Nivea Lip Balm in Peach Fruity Shine 

(£2.99, Boots.com).

Fans adore the coral glow of this budget nourisher.

£2.99 Shop Bobbi Brown Extra Lip Tint in Bare Blackberry 

(now £28.80, libertylondon.com).

Sheer, bitten-lip colour with peptide tech to plump and reduce lines.

£28.80 Shop Revolution Pout Balm in Mocha Shine 

(£3.99, lookfantastic.com).

A highly pigmented balm in a tawny neutral with a melting, dewy finish.

£3.99 Shop

MY ICON OF THE WEEK

Sarah Jessica Parker 

Sex and the City star Sarah Jessica Parker, 59, loves Guerlain’s Vetiver and Commes des Garçons Incense Avignon - when she's not wearing her own scents 

The actress, 59, loves RoC Multi Correxion Hydrate + Plump Daily Moisturiser (£27.99, Boots) on set, not least for ‘after-lunch touch-ups’. She also rates the line’s Dual Eye Cream (£39.99). When not sporting her own scents, she loves Guerlain’s Vetiver (from £78.92, sephora.co.uk) and Commes des Garçons Incense Avignon (£95, ssense.com). 

COSMETIC CRAVING 

Charles Worthington MenoPlex Volumising Shampoo and Repairing Conditioner 

Too many products target the menopause pound without bringing much to the party.

Not so, Charles Worthington’s Menoplex range, proven to counteract the effects that hormonal changes have on the scalp, adding volume and increasing density, while reducing hair loss.

The Charles Worthington MenoPlex Volumising Shampoo and Repairing Conditioner (now £5.99 each, boots.com) are especially brilliant.

The former is formulated with a specialist thickening polymer, without the weird texture this can entail.

The latter is lightweight, yet brimming with hyaluronic acid and CW’s Plex-repair system, reducing breakage by 90 per cent. Hair looks and feels soft, bouncy and gorgeous.

£5.99 each Shop