14 DAY TRIAL // If one thinks back to a few centuries ago, women had to be the palest and sickliest shade of white in order to be socially accepted and, thus, they did the strangest things to make sure a single ray of sun did not touch them. Today, being tanned for as long as possible, preferably throughout the entire year, is a must-have condition for any woman or girl who dreams of being fashionable, because a perma-tan often sends messages of health, wealth and beauty the unbronzed skin doesn’t, psychologist Dr. Colin Gill says for the Daily Mail.
Long ago, being tanned meant social exclusion, because the bronzed glow was usually associated with workers toiling away in the fields. Oppositely, members of the upper classes were all ghostly white, because they made sure their fair skin was never touched by the sun, while also using deadly, lead-based cosmetics to maintain their paleness. In true “how things change” fashion, that was the exact opposite of what is happening today, Gill says, with those perceived as part of the upper classes being of various shades of orange. Consequently, average women (since it’s mostly them who are affected by the tanning frenzy), instantly make this mental association between a tan and wealth.
It’s no wonder then that, because of all the celebrities out there who flaunt their impeccable tans all around the year no matter what, women have started using the deadly tanning beds more and more often, the psychologist explains. For them, getting that bronzed look means not only being trendy and keeping up with who’s who on the scene, but also being able to aspire to a social status that would otherwise be unavailable to them. A tan has come to equal beauty, health and, last but not least, money, and most women would do anything to get it, even if that means killing themselves in the process by using tanning beds.
“Young people believe that they’re immortal, and any health problems are thought to be so far in the future that they are disregarded. The media, especially glossy magazines, promotes the idea that bronzed people are better off, healthier people. Although the tan has now lost its exclusivity, and for many wealthier people a tan is now seen as incidental, certain sections of society still associate a tan with wealth. If you’re a young woman who aspires to be fashionable, you might think that being bronzed shows you’ve achieved success, associate with wealthy people and are healthy.” Dr. Gill explains.
Because our society does not have other standards against which to compare those set by the media and, implicitly, celebrities, young people (women in particular) simply take what they’re being given and make no difference between right and wrong. “When you live in a society where you are told you can have everything you want and have it now, no wonder young people don’t think about the consequences of things like using a sunbed. If you look at fashion magazines, their images of bronzed skin set aspirational goals for youngsters who may not have any other frame of reference. You also have to think about intense peer pressure when it comes to both young people and the celebrities they aspire to emulate. People seem to gauge how others in their circle look, and if they don’t look the same they may not been seen as so sophisticated.” Dr. Gill concludes by saying.