While everyone enjoys their time in the sun, we'd advise taking a break every now and again. Use umbrellas, beach tents or natural shade to protect yourself when the sun's rays are strongest – between 10 a.m. and 4 p.m.
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When at the beach, beware that the suns rays will have a stronger effect than normal on your skin due to the fact that sand reflects about 20% of the suns UV rays.
Limit time in the midday sun. The sun's rays are strongest between 10 a.m. and 4 p.m. Limit exposure to the sun during these hours, even in winter and especially at higher altitudes.
AND YES, THE WATER DOES INTENSIFY THE SUN'S RAYS.And the reason you've been waiting to hear, confirmed — yes, the sun does reflect off of the ocean (or lake or swimming pool) and its rays are intensified as they reach your skin, making your more susceptible to a sunburn.
Rub about a teaspoon of sunscreen formulated for delicate facial skin onto your neck and face and a few tablespoons of body sunscreen over all exposed skin below your neck. Apply more sunscreen each time you towel off, perspired a lot, and when you get out of the water.