Within ten years, the bikini had arrived on the scene, allowing women's bodies close to total exposure. Then, in the 60's the sun lamp brought the Tenerife tan to your living room - even in the middle of winter. Throughout the 70's and 80's, the fashion press promoted the sun tan as something to make you look and feel healthier and younger, in the face of a growing body of scientific evidence that it not only leads to deeper-etched wrinkles, but reduces life expectancy too. Increasing awareness of the link between exposure to the sun and skin cancer crept in slowly - aided by growing concern over damage to the ozone layer. Today, beaches are as busy as ever, though, and while people are generally more careful, the irony is that sales of fake tan products are booming.
Pale skin has yet to make a real comeback.
In most people's minds, brown is still beautiful.