We are in Italy on holiday at the moment and our nearly 4 year old son got sunburnt. This is despite a SPF 50 waterproof suncream being applied and reapplied, staying in shade and wearing a hat. Our only mistake was probably staying on the beach until 1.30pm and he was in the water often (loves the sea). We kept reapplying the cream after every swim this is why I can't believe it. Now his back and shoulders are red and hurting slightly. I've given him ibuprofen and he isn't complaining but I'm in panic and can't forgive myself. NHS website says even a mild sunburn can lead to skin cancer later in life and the thought of it feels me with dread. What would you wise ladies say? 