In the 1920s, French fashion designer Coco Chanel inadvertently started a trend when she was photographed with a suntan. Previously dismissed as the badge of farmers and laborers, suntans suddenly became the emblem of luxury and leisure, and everyone wanted one. Nearly a century later, tanning is still popular. Despite all the research linking sun overexposure to skin cancer, the tanning industry continues to grow, and grosses about $5 billion annually. What’s wrong with this picture?
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