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With many of us now looking forward to our Summer holidays, research from MINTEL shows Europe’s men shunning the safety of sun protection creams. Indeed, slapping on the sun cream is worryingly less popular amongst men than amongst their female counterparts. On average, across France, Germany, Spain and the UK, fewer than two in five (37)% men use sun protection, compared to some 52% of women in these countries.The difference between men and women is most pronounced in France, where over half (53%) of women use sun protection, compared to just three in ten (31%) men. Amongst men in general, it is, in fact, British men, who prove to be the most conscientious when it comes to sun protection, with some 42% of them using it.