UK – A new study by the British Skin Foundation reveals that 38% of Britons have already been sunburnt in 2025 – with Gen Z (35%) and Millennials (30%) especially affected. In London, a staggering 62% of residents report burns, highlighting a widespread underestimation of the UK sun’s strength.
To tackle this, the charity has unveiled an AI-powered Burnable Billboard at Westfield Stratford City, visualising the effects of UV rays on human skin in real time. Developed with dermatologists, the installation utilises AI to accurately burn the skin in real time, based on the live UV around the billboard.
‘Every year, the strength of the sun is underestimated here in the UK. The Burnable Billboard was created to demonstrate just how damaging and powerful UV rays can be,’ said Phil Brady, the British Skin Foundation’s chief operating officer.
From out-of-home (OOH) campaigns like the Burnable Billboard to sustainable sun creams that protect marine life, our Future Forecast 2025: Beauty report spotlighted sun protection as one of the leading areas of innovation in the beauty industry.
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