Image © DPA/PA/Bernd Settnik
The glossy magazines tell us to look pale and interesting, but as most of us know, brown and beautiful seems to work best.
Even more so for youngsters - their wardrobe suits a tan. Low rise-jeans, bare midriffs, short ruffle skirts are just a few of this summer's essentials and we haven't even hit the beach.
No wonder teens and 20-somethings are spending as much time in the tanning salon as they are at the nail bar. But getting 'all tanned up' has its price.
TV presenter and actress Denise Van Outen recently admitted that her teenage sunbed addiction left her with pigmentation scars on her face which she still has to wear heavy make up to hide.
She said in her column for Now magazine: "I didn't know the risks but I'm paying for it now. It's my biggest regret. Now my tan's from a bottle and safe."
What's worse, your next sunbed could even prove fatal.
Skin cancer cases soar
The statistics make for scary reading. According to a recent survey, commissioned by Cancer Research UK, eight out of ten sunbed users (82%) have increased their risk of a life-threatening form of skin cancer by around 75%, by using a sunbed before the age of 35.
Malignant melanoma, the potentially fatal form of skin cancer, is now the most common cancer in young adults aged between 15 and 34.
Rebecca Russell, Cancer Research UK's SunSmart Campaign Manager, warns: "The results of our survey make for a stark warning to young people about the dangers of indoor tanning. You can't always see the damage that UV does straight away.
It builds up over time. But every time you use a sunbed you are harming your skin and increasing your risk of skin cancer.
This year our key message is to alert young people about the damage sunbeds can do to their skin, especially if they have fair skin that doesn't tan easily.
We would like legislation to prevent under-18s using sunbeds and to ban unmanned coin-operated sunbeds which can attract under-age users," explains Russell.
Not famed for its blue skies and sunshine, Liverpool made the news recently for a huge rise in this teen tan craze.
"The number of malignant melanoma cases dealt with at the Royal Liverpool and Broadgreen Hospitals has more than doubled in the past five years, from 50 to 110 last year.
I think this is due to a number of factors, including childhood sunburn, excessive sunbathing and the increased number of young people using sunbeds excessively," explained Dr Richard Azurdia, Consultant Dermatologist at the Royal Liverpool and Broadgreen Hospitals.
Dr Paula Grey, Joint Director of Public Health for Liverpool Primary Care Trust added: "Young people associate being tanned with looking healthier and slimmer but it is extremely worrying that they are achieving this look through sunbed usage.
We are working closely with our colleagues within the NHS to raise awareness about the dangers and would urge people to stay away from sunbeds."
image © Peter Byrne/PA
Could the daily feed of 'lifestyles of the rich and famous' be responsible for teenagers and wannabe WAGs risking all for a 'healthy glow'?
Jane Gill, Fashion & Style Director of teen magazine Sugar says: "Sugar totally supports the anti-sunbed campaign. We believe that there is absolutely no need to use a sunbed, first and foremost because of the terrible consequences involved, which is why we also back the campaign to ban coin-operated sunbeds and also raise the age of sunbed use to 18."
"There are so many amazing fake tan products now available on the market," she adds. "If having a tan makes you feel better and more confident about yourself then fake it! Fake Bake is one of the premier products on the market, used by Coleen Rooney, Alex Curran and lots of other celebs, it gives the perfect looking tan with no dangers involved.
Our message to teens is, 'Say no to sunbeds and fake it!'."
Other celebrity fans of Fake Bake self-tanning products include Sienna Miller, Jemima Khan, Sarah Harding and Myleene Klass.
"Victoria Beckham has someone from St Tropez who comes to her house to give her an all-over glow and everyone saw Jordan on her TV show buy her own fake tan spray kit. We have to underline the message that fake tan, from a bottle or a spray tan, is the safest and best way to tan," says Charmian Harris, Beauty Editor, NOW.
Where does this leave teenagers who suffer the misery of acne and eczema? Sometimes they can see an improvement in their skin from sitting in the sun. Do sunbeds offer the same benefits?
"Sunbeds in salons use the wrong type of bulbs to treat skin conditions like acne and eczema. The particular light used for this specific treatment is provided by a type of lamp that is only used in dermatology clinics," says Indy Rihal, spokeswoman for the British Skin Foundation.
"Using sunbeds to treat acne and eczema can lead to a higher risk of developing skin cancer. If you have a skin condition, then see your GP and ask to be referred to a dermatologist so you can be treated safely," she advises.
But sun-worshippers don't despair completely! Dr Des Fernandes, an expert at the International Institute of Anti-Ageing advises us not to become 'sun phobic'.
"Natural sunshine can be good for the health. Recommended exposure for Vitamin D synthesis is approx 15 minutes daily in sunlight. Vitamin D is vital to protect against many diseases, including cancers," he says.
"The secret is to choose your sunscreen carefully. Some chemicals in high SPFs can be counterproductive. Choose a sunscreen that contains a combination of anti-oxidant vitamins (C, E and beta-carotene)."
And for those who crave a 'sun-fix' and want to kick the habit? "There are so many ways to feel good without running the risk of skin cancer. Relaxing at a spa, for example, can make you feel revitalised," suggests Rihal.
So save those coins for the health club, immerse yourself in a jacuzzi, take time out in a steam room, and spend any left over change on a spray tan.
And as Nicole Kidman proves every time she steps out on the red carpet, pale can be beautiful too.
Cancer warning signs
Most skin cancers can be cured if treated early. The Association of Dermatologists have put together a guide to help you check any differences in the moles on your skin, an early warning sign.
There are three types of skin cancer, and all look different. The ABCD-Easy rules show you a few changes that might indicate a 'melanoma', which is the deadliest form of skin cancer.
As skin cancers vary, you should tell your doctor about any changes to your skin, even if they are not similar to those mentioned here.
Asymmetry: the two halves of the area may differ in shape
Border: the edges of the area may be irregular or blurred, and sometimes show notches
Colour: this may be uneven. Different shades of black, brown and pink may be seen
Diameter: most melanomas are at least 6mm in diameter. Report any change in size, shape or diameter to your doctor
Expert: if in doubt, check it out! If your GP is concerned about your skin, make sure you see a consultant dermatologist. Your GP can refer you via the NHS.
Sun Awareness is the British Association of Dermatologists' annual drive to promote sun safety messages. This year Sun Awareness Week is 11-17 May.
Safe sun products
Jane Iredale's Powder-Me SPF 30: An all-over face and body powder with protection from UVB and UVA rays, £34. Call 020 8450 7111 or visit www.janeiredaleuk.eu to find out more.
Environ Skin Care, Sun Care RAD SPF 16: A breakthrough sunscreen containing sun reflectants and filters to shield you from UVA and UVB irradiation, £15.95. Call 020 8450 2020 or visit www.vitaminskincare.eu to find out more.
Fake Bake Original Tanning Lotion, £24.95. Call 0870 054 4455 or visit www.fakebake.co.uk to find out more.
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