Gone are the days when fair skin was considered a sign of beauty and wealth.’ Instead, these days many seek the “healthy glow” of tan skin. In order to obtain this bronzed look, color seekers go lie outside in the sun or commit to the increasingly popular alternative of lying in a tanning bed. Indoor tanning beds allow consumers to tan at their convenience in a matter of minutes rather than lying out for hours in the sun. In the United States alone, the indoor tanning industry generates over five billion dollars annually, and some thirty million people tan indoors each year. In recent years, tanning has become increasingly popular with teenagers, especially teen girls. Tanning’s rising popularity is largely attributable to the media message that tan skin is beautiful. With bronzed beauties gracing the covers of magazines and filling major roles in television shows and movies, that message is hard to miss.

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