Protecting your skin from the sun's harsh UV rays is probably the most important lesson we can teach you when it comes to wrinkle defense. Looking bronzed at 25 could lead to you looking leathery at 55 if you don't take the proper precautions to add some SPF into your routine. Still, that doesn't mean we endorse KFC's new chicken-scented sunscreen. You read that correctly. The Colonel has apparently lost his damn mind (or hired a clever marketing team), as the brand is ending summer by giving out fried chicken-scented sunscreen to customers now through September 30th.

"We think it smells amazing," KFC spokeswoman Kasey Mathes told USA Today. "The sunscreen seemed like a natural fit." We actually got a whiff of the new lotion thanks to KFC (who for the record, still makes delicious real chicken products), and must say it does not sell amazing. It actually smells repulsive. If we didn't know better, we'd say it smelled like sweet, rotten, uncooked chicken breasts with a chemical after burn. No one should own this nor put it on their bodies. I made the mistake of picking up the bottle with my bare hands, and the smell lingered on them until I washed it off with soap and water. Twice.

We know this is a PR stunt, but dear lord, KFC, your chicken is good. Don't ruin that just for the LOLs.

Jake Woolf is a writer who has covered men’s style for over ten years and has contributed to GQ since 2014. A graduate of Parsons The New School for Design (good school, long name), he also has bylines at Robb Report, HighSnobiety, Pitchfork, and the defunct #menswear website Four Pins... Read moreWriterXRelated Stories for GQSummerGroomingSkincare