The campaign, called Sun Smart, kicks off this week. It was arranged by MediaCom, Cancer Research’s media agency, and the creative was undertaken in-house by Asos.
The Asos website is hosting a , offering users tailored fashion advice.
Users accessing the site need to select their skin type, the occasion and expected weather forecast based on the options provided, and the site will then suggest different outfits from the Asos range.
A further element of the campaign is that users will have the opportunity to enter a weekly prize draw to win Asos £100 vouchers.
Caroline Cerny, SunSmart campaign manager at Cancer Research UK, said: "Sunburn is a sign that skin cells have been damaged and increases the risk of malignant melanoma, the most serious type of skin cancer, in later life."
Bauer Media will promote the initiative through its magazine titles Heat and More!, and its Kiss FM website, Totalkiss.co.uk.
Victoria Appleby, associate director at MediaCom, said: "MediaCom was challenged by Cancer Research UK to increase young people’s awareness of the link between sunburn and skin cancer, and to increase behavioural intentions to avoid sunburn in the future."