Solar indicator goes on sale in US

The product has already been on sale in Europe and Australia, where it is said to have been well received, but now the SolarSafe UV Monitor is being launched in the US, where the incidence of skin cancer has been steadily rising in line with other regions.

According to American Academy of Dermatology, two new cases are diagnosed every minute and one person is dying from skin cancer every hour.

Likewise, melanoma, the most aggressive form of skin cancer, has become the second most common cancer among 15-34 year olds and people in their 30's are being diagnosed with it at the same rate as those in their seventies.

The wristband is adjustable to fit anyone, waterproof, and allows users to monitor both UVA and UVB rays at a glance through color change that alerts the user to the level of danger.

The product launch in the US has started with a tv advertising campaign, backed up by on-line and store sales at national and regional retailers.

"SolarSafe represents a major advancement in the prevention of skin cancer, premature skin aging, and the discomfort that arises from sun-burn,"​ Dr Mark Atkinson, Holistic Medical Physician.

John Lyons, co-chairman of SolarSafe USA, is hoping that individuals will use the wristband on a daily basis to help monitor sun exposure and help change people's attitudes to sun exposure.

"SolarSafe bands will provide the user a visual awareness of UV exposure and will help build new habits for outdoor activities including initial application and subsequent re-application of sunscreen, use of apparel and seeking shade,"​ he said.