Young Brunette Girl Shows Off Her Tanned Body In The Studio

In some other parts of the world, fair skin remains the standard of beauty. The geisha of Japan were well-known for their white painted faces, and the appeal of the bihaku (美白), or "beautiful white", ideal leads many Japanese women to avoid any form of tanning. There are exceptions to this, of course, with Japanese fashion trends such as ganguro emphasizing almost black skin. The color white is associated with purity and divinity in many Eastern religions. In India, dark skin is heavily associated with a lower class status, and some people resort to skin bleaching to achieve a skin color they view as more socially acceptable.
Sociological perspective
According to several studies, both men and women view a tanned body as more healthy than a pale body, Research support this perception. Studies have linked high Vitamin D levels to a reduced risk of 19 types of cancer. Sun scare tactics employed by dermatologists and sunscreen companies have put undue pressure on the public to avoid the sun at all costs. This creates a conflict between one’s health and the social values of being perceived as healthy or physically attractive. The image one conveys through having bronzed skin is largely responsible for the ever-growing trend of tanning today.