In addition, how you apply SPF is important, too, and it seems we aren't slathering on the moisturiser as thickly as a regular SPF. In fact the study concluded that people missed 16% of their face on average, compared to sunscreen, at 11%. Matthew Gass, of the British Association of Dermatologists, said: "A good way to prevent this from becoming an issue is to wear sunglasses and reapply sunscreen regularly. This should help protect the bits you miss from being exposed to excessive sun."