Excuse #2: “I don’t get a lot of sun.”
REALITY CHECK
You don’t have to be on the beach to soak up rays. Most people rack  up 14 hours of casual UV exposure per week. And in one study, short  spurts of UVA light twice a week resulted in significant damage to the  fibers that keep skin smooth and firm in just 12 weeks. Makeup and a  daily lotion with SPF are great steps, but “the protection is  short-lived on hot, sunny days,” says NYC dermatologist Arielle Kauvar,  MD. Use a sweat-resistant sunscreen with at least SPF 30 on all  sun-exposed areas to be safe.
Excuse #3: “It’s a drag to reapply sunscreen.”
REALITY CHECK
Five minutes every 2 hours–that’s all it takes to apply the 1 ounce  (2 tablespoons) of sunscreen recommended for protection when you’re in a  bathing suit or outdoors for extended periods. And when it’s time to  reapply, new sprays like Aveeno Hydrosport Sunblock Spray SPF 85 ($10;  drugstores) make it less of a hassle and even adhere to wet skin. Easy,  right?
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Excuse #4: “Sunscreen is too expensive.”
REALITY CHECK
As long as you pick one that clearly states it blocks both UVA and  UVB rays, there’s no need to break the bank when buying. “Research  doesn’t show any relationship between price and protection,” reports Dr.  Wang. Try Banana Boat Ultra Defense SPF 30 Continuous Clear Spray ($10;  drugstores).
Excuse #5: “I don’t need sunscreen because my skin is naturally dark.”
REALITY CHECK
“Skin cancer is color-blind,” warns Jeanine Downie, MD, a  dermatologist in Montclair, NJ, and coauthor of Beautiful Skin of Color.  In fact, skin cancer rates are increasing among Latinos–many of whom  have dark skin. Mixed racial heritage may be one reason for the rise,  says Vivian Bucay, MD, clinical assistant professor at the University of  Texas Health Science Center.
“Hispanics are more genetically diverse than other groups, so even if  they have dark skin, they could burn just as someone with fair German  or Irish skin would,” she says. Plus, those with dark skin may not  recognize skin cancers as early in their development as people with  light skin. (One study found advanced stages of melanoma at time of  diagnosis in 18% of Hispanics and 26% of African Americans, compared  with 12% of Caucasians.)
If that’s not reason enough for SPF, Dr. Downie has one more: Sun  deepens dark spots common in all women of color. Her protection pick:  sheer, nonchalky Neutrogena Ultra-Sheer Dry-Touch Sunblock SPF 30 ($10;  neutrogena. com).
Excuse #6: “I look so good with a tan.”
REALITY CHECK
Think long-term: Saggy, leathery skin is not pretty. Instead, try the  subtle sheen of Hawaiian Tropic Shimmer Effect Lotion Sunscreen SPF 40  ($9; drugstores).
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Excuse #7: “I haven’t gotten burned yet.”
REALITY CHECK: “This is the skin equivalent of ‘I’ve  never had a car wreck, so I don’t need a seat belt,’” says Cambridge,  MA, derm Ranella Hirsch, MD. Though a cavalier attitude toward sunscreen  may not be a big deal when you’re young, skin loses its ability to  produce melanin effectively as you get older, and that may actually make  you more likely to burn. The fact is, sun damage–including wrinkles and  loss of firmness–occurs whether or not you’re seeing red. And that’s a  good reason to use a sunscreen like Avon Anew Solar Advance Sunscreen  Body Lotion SPF 30 ($34; avon.com); it prevents burning and helps to  heal past damage with a blend of antioxidant-rich botanicals.
Excuse #8: “Skin cancer is one of the most treatable forms of cancer.”
REALITY CHECK: UVB rays lead to the development of  the two most common types of skin cancer, basal cell carcinoma and  squamous cell carcinoma, and UVA rays penetrate deeper into the skin,  triggering melanoma, the deadliest form of skin cancer. While it’s true  that melanoma is usually curable when caught early, it still kills 8,000  Americans a year. And those who are lucky enough to recover from skin  cancer aren’t necessarily unscathed. Take basal cell carcinomas, for  instance: “They penetrate deeply and slowly destroy healthy tissue,”  explains Andrew Kaufman, MD, clinical associate professor of dermatology  at the David Geffen School of Medicine at UCLA. Both the biopsy and the  surgery to remove the lesions can leave a scar or, in rare cases,  disfigurement.
Still not screaming for sunscreen? A number of studies also show that  having skin cancer increases your risk of developing other cancers,  including breast, non-Hodgkin lymphoma, lung, and kidney. One  explanation: “Even a little UV light can weaken cells in the skin and  compromise your immune surveillance,” says Dr. Bucay. “It’s like  removing the security guards from a bank and allowing the robbers to  come in.”