Asda suncream buyer Clare Jenkins said: "We believe that our new range of macho sun creams will have an image which goes well with a strong sense of masculinity.

"Hopefully it will allow young men to remain butch without being sunburnt because the scents will confirm rather than disparage their sexuality."

Its survey of 1,200 adult men found 10% did not know skin cancer was linked to sun exposure. Just 27% said they would use sun protection if they were on the beach abroad.

Only 1% of respondents would apply sun cream when playing sport in the height of British summer time. The British Skin Foundation's online survey was carried out by Onepoll.com earlier this month.

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