Whats up with sunburn?!

Whats up with sunburn?

ok so Ive been at the beach for the past couple of days and got a nice little sunburn which happens to be keeping me awake. SO...my questions about it are...
1. well I DID put waterproof sunblock on(spf 30) every 2 hours like the bottle said(about a palmful for most areas & an ounce for little areas) and it wasnt expired, but I STILL got burnt. WHY did this happen and WHAT can I do to prevent it in the future?(I cant really "cover up with light clothing" either. I spend all day swimming in the ocean)
2. What can I do to take the redness out? Someone suggested potatoes, does this work? or what is something else to try?
3 What can I use to take the sting out. Yes of course I know cool compresses, aloe vera, and vinegar, but Im spending the majority of my summer in the water so cool compresses are obsolete & vinegar & aloe, well I dont want to walk around sticky & smelling like a salad!
4. How can I make sure it doesnt peel all that bad?
5. Now that Ive already gotten this sunburn...

1 month ago
(plus quite a few more from childhood), how do I lessen the whole skin damage thing?I know I cant really do anything from far previous sunburns, but this one, last summers probably, and (hopefully not, but...)if I get another one in the future, how can I lessen the skin damage?
Also, I always see people in their 40's & 50's(some even younger than that, yikes!) who OBVIOUSLY had a LOT of sun exposure. What can I do to make sure I NEVER become a "leatherskin" (but still being able to enjoy ocean swimming quite a lot)
If you can help with this itd be greatly appreciated. Also, please no rude or pointless answers.Thanks so much. (=

The simple answer is that if you want to avoid damage from the sun you have to avoid excess exposure. There is no way any sunscreen, no matter how good it is, is going to protect you right through the day, youre still exposed and eventually you are going to burn. I dont know if they are available where you are, but here in Australia we have long sleeve lycra shirts that are made just for swimming, this is the only way you are going to stop the sunburn occuring again.
As for the damage youve already done yourself, cut tomato rubbed on the burn, aloe vera gel (straight from the fridge) is very soothing so is a paste made of sodium bicarb and water. You will peel, the damaged skin dies and peels away, just like with any other burn if you think about it!
Skin cancer kills, forget the leather skin, it might not be a good look, but it wont kill you! I had my first melanoma removed in my early 20s theres been lots since then and im only 39 now, I couldnt count the times as an Aussie kid that I got sunburned, it was almost a badge of honour when I was a kid, me and most of my generation are now paying the cost. Oh and by the way I have olive skin and dark hair, its not just a problem for redheads and blondes.