'The O.C.' actress, who was killed off dramatically at the end of the show's third season, is fronting the summer campaign, which aims to raise awareness of the importance of being safe in the sun. Superdrug is working in partnership with the institute, which launched the "Safe" campaign -- Skin Awareness for Everyone -- in 2006 to raise funds for its research in this area.
Barton said: "I spend a lot of my life in the sun and know how important it is to be sun aware and protect your skin. I hope that my support of Superdrug's important campaign will ensure everyone stays safe in the sun this summer whether at home, on holiday or even on the beaches of California."
Since the campaign's inception Superdrug has raised over £175,000 and sales of children's high- protection sun lotion have increased five-fold.
Hannah Crabtree, spokesperson for the Safe campaign, said: "The incidence of skin cancer is rising but many cases can be prevented by protecting yourself when you are in the sun. That's why as the temperature starts to heat up we are urging everyone to be skin and sun aware."
Superdrug is planning a summer of activity to raise awareness and funds that will include point of sale, online and in-store communication. It will donate a percentage of profits from sales of Solait, its own-brand sun care and tanning range, along with other beach essentials such as beach towels and sunglasses, to the Institute of Cancer Research.
"Safe" brigades will be patrolling the beaches and parks of Britain, offering free applications of high-protection sun cream and the high-street chain will continue to lobby the government to see children's sun protection cream reclassified as an essential item and therefore liable to a lower rate of VAT.