"One of the biggest issues is that patients don't use sunscreen consistently and rarely follow directions," says Loretta Ciraldo, MD, dermatologist and founder/CEO of CosMedical Technologies, a private-label skincare product manufacturer. The message here is that medical professionals need to stress proper use of the products they sell to make sure patients get the protection they buy.

Formulating for ease of application. In an effort to improve sunscreen use, chemists are developing formulations that address consumer complaints. "Spreadability is one of the problems formulators have to address," says Dr. Ciraldo. "The product has to flow on smoothly and easily to avoid streaks and missed spots. We borrowed technology from the ink industry to improve the spreadability of Swanson M.D.'s sunscreens."