Florida sun! It's warm, it's inviting and, as we know, it is very dangerous!
Research has found that in the last 40 years, global incidents of melanoma have increased 600%.
Floridians are also very much at risk, thanks to that lovely white sand and sparkling emerald waters.
"We enjoy the sunshine, we enjoy the warmth. And, we enjoy a little older demographic. And, I think because of our demographic, we are prone to be seeing more skin cancers, because people have enjoyed more sunshine," said Dermatologist David Adams.
The lure of the sun has also captured the eye of retailers.
Clothing in the last 10 years has evolved rapidly, and now "sun protective clothing" is the wave of the future.
The technique is called "photoprotection", where shirts are designed with special dyes to deflect UV radiation or special chemicals to soak up the sun's energy, and hats that minimize weave to keep your scalp from burning.
Step into any sporting goods store, golf shop or retail outlet and you're bound to find those "SPF" tags. It's hip stuff, and more importantly for Florida, it's cool!
"A lot of UV shirts actually keep you cool as well. And then they look into it, as far as shirts are concerned, it's an added bonus that it's u-v, which we all need," said Brad Stevens with Sunjammers.
Sun protection is also evolving with cosmetics, lotions and sun screens.
Many new products on the market typically incorporate a nice 15 SPF for starters, some a little higher.
Just make sure, before buying any sun screen you understand your baseline for a minimal burn.
"If you go out in the midday sun and it takes you 10 minutes to get pink, then you use a sunscreen with SPF of 30, you're gonna get 30 times your natural protection of 10 minutes. So, you're gonna have 300 minutes of protection. That's about 5 hours," said Dermatologist Dr. Robert Siragusa.
Now, for all our advances in skin care and photoprotection, unfortunately there are no such sweeping changes, yet on the medical horizon.
It's true; doctors are more effective now than ever before at diagnosing cancers, but MOH's surgery remains the only true way to treat it.
"MOH's surgery was developed about 75 years ago, it's gone through a series of refinements. And, because it is so careful at examining all the skin margins, it maintains the highest cure rate."
So remember, when keeping the "you in UV", wear that sunscreen, re-apply it often, try and find some shade and dress appropriately.