Total Beauty Media Finds Less Than 50% of Millennials are Informed About Skin Cancer

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Young women face missed opportunities to maintain skin health

Even with extensive skin care lines on the market, Millennials are still slow to embrace preventative skin health routines, according to a new study by Total Beauty Media Group, a leading online publisher of beauty and wellness content. Less than 20 percent of Millennials implement habits to prevent sun damage.

Millennials are the least knowledgeable about skin cancer causes, with less than 50 percent of respondents saying they are well informed about the topic. Of women ages 18 to 24, one in five does not apply sunscreen regularly, nor does she understand the severity of melanoma.

“It’s startling that so many young women don’t understand the importance of skin safety and the dangers of poor skin care. This presents a huge opportunity for brands to educate women on preventative skin care routines,” says Ethelbert Williams, Head of Marketing, Total Beauty Media Group. “During May, which is Skin Cancer Awareness Month, our editors at will provide important tips and news for these women to maintain healthy skin.”

Overall, women identified wrinkles and fine lines as their greatest skin concerns, but less than a quarter of women began addressing these concerns early, when preventative measures are most helpful. For example, only 30 percent of Millennials moisturize at night, which can have an effect on skin's appearance long-term.

“The results of this study parallel my own findings on skin care in the Millennial generation. Most of the younger patients I work with focus on skin care only when they have a visible issue such as acne. However, they don’t realize that most skin damage occurs before the age of 18,” says Howard Murad, M.D., FAAD, Associate Clinical Professor of Medicine at UCLA and founder of Murad, Inc. “Proper prevention – in the form of appropriate topical products, good nutrition and stress reduction – is key to not only preventing visible issues like acne, but also preventing long-term health issues such as skin cancer. Ultimately a happy, healthy lifestyle, or what I call Inclusive Health, is the best way to ensure your skin can defend itself against damage.”

Additional findings from the Total Beauty Media Group skin care study include:

  •      Beauty websites are the most utilized sources of skin care advice: More than 50 percent of women spend up to 30 minutes researching skin care products before making a purchase.
  •      The online marketplace is the third leading channel for skin care purchases after mass retail and drug outlets.
  •      Among all women, dry skin sufferers spend the most money on skin care products each year: 42 percent of these respondents spend more than $200 annually.

About Total Beauty Media Group
Founded in 2007, Total Beauty Media Group operates, home of the largest database of independent, unbiased beauty product reviews for women. features hundreds of thousands of user-generated reviews, spanning more than 45,000 products, including most known prestige, mass-market, salon, and spa products. In addition, the site publishes daily editorial coverage of beauty news and trends, including TV, an immense library of beauty how-to videos.

Total Beauty Media Group’s portfolio of digital beauty, health, and lifestyle media properties include:,,, and Total Beauty Media Group is backed by USVP and Wallington Investments and based in Santa Monica, Calif. For more information about Total Beauty Media Group, visit

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