Self-tan brand Vita Liberata is supporting skin cancer awareness with the launch of its new Sun Safety & Skin Cancer Awareness Campaign.

As well as making a donation to The Skin Cancer Foundation,Vita Liberata has worked with consultant dermatologist Dr Alia Ahmed on the campaign, which encourages customers to get to know their skin through regular #BodyCareChecks.

The brand is sharing guidance with its professional dermatologist and spray tanning partners to highlight how they can help their staff and customers to be part of the campaign by promoting #BodyCareChecks and the core principles of sun safety.

The #BodyCareChecks core principles are:

• Know Your Moles & Marks. The #BodyCareChecks campaign wants to encourage consumers to really look at moles and marks whenever they are applying moisturiser, SPF or self-tan so they can spot any changes early and get checked out by a GP or dermatologist. Three things to look for are new marks or growths that don’t look right; changing growths that have increased in size or thickness, or changed colour, shape or texture; and unusual marks or spots which look different from the others – being particularly dark, light or irregular in colour, or bleeding, itching, crusting or hurting and not healing
• Always wear and regularly reapply broad spectrum SPF of at least factor 30
• Limit your sun exposure, especially when it is at its hottest during the middle of the day
• If you do want to tan, get your glow safely; consider sunless tanning options rather than sweating it out under harmful UV-rays in the sun for hours at a time or, worse still, using a tanning bed.

In support of the campaign, Dr Ahmed says: “People who self-examine their skin are twice as likely to detect melanoma, however only 9-18% of the population perform regular thorough skin examination. The #BodyCareChecks campaign is unique in encouraging individuals to familiarise themselves with their skin and look out for changing moles and marks during their normal skin care routine. Practising this regular self-examination can help the early detection of harmful skin cancers, like melanoma, and save lives.”

Mark Whysall, VP Sales EMEA APAC for Vita Liberata, adds: “It is our hope that through the #BodyCareChecks campaign we can raise awareness for the importance of self-checking your skin as well as revisit the golden rules of sun exposure: protect your skin, always.”