The message that the sun is not as benevolent as it feels and can be harmful is coming across loud and clear to American women, according to an independent survey commissioned by Physicians Formula Cosmetics.

Four out of five surveyed acknowledged concern over sun exposure, and nearly all said protection from the sun is the most important factor influencing their skin care product purchases.

With good reason. In the United States, one in every three cancers diagnosed this year will be skin cancer. Chronic overexposure to sunlight is the cause of 95 percent of all skin cancers.

Here are some other things to know about sun exposure and skin cancer, regardless of the season.

* Damage occurs with each unprotected exposure and accumulates over a lifetime.

* Clouds block only 20 percent of harmful radiation.

* Sitting in the shade doesn't guarantee protection from sunburn.

Manufacturers are well-aware of women's growing concern over sun exposure and now offer a variety of protective products. Particularly popular is makeup with sunscreen, such as waterproof LeVelvet Cream makeup (SPF 15), Sun Shield Liquid Makeup (SPF 15) and Gentle Cover Cream Concealer (SPF 10), all made by Physicians Formula.