My son hates sunscreen too... but thankfully he seems to have inherited my skin. (I've never gotten a burn, and I don't even turn red in the sun... but I don't tan either.) So, baby J gets away without having to use it. When he was under a year- I would insist, but now we make him wear a hat in the summer. He ONLY wears long sleeved shirts and long pants, so he doesn't need sunscreen on his arms or legs.
He does suffer from really dry skin in the winter... and I have now finally worked it into his shower routine. But, if any how I try to go anywhere near him with a lotion bottle at any other time- he runs in the opposite direction.