It's the vitamin associated with the sun that we absorb through our skin, and increasingly block out when we use sunblock, to avoid getting skin cancer.
VOA: standard.2010.05.28
Its initial successes are in some rather mundane products, including zinc oxide, the goopy white sunblock that looks attractive only on a lifeguard's nose.
Spending 88 days exposed to the sun might have seemed an odd way to raise awareness for melanoma, but Ridley, a redhead who admits he burns easily, stocked up on SPF 50 sunblock and UV protective clothing, and took breaks when the sun was the strongest.