The high price of a suntan

Every year, the beaches of the Mediterranean are filled with tourists from the UK and other northern European countries. The annual exodus is driven by the desire for good weather and relaxation. But having a good time doesn’t seem to be enough. According to a survey of British women commissioned by skincare brand Dove in 2021, nearly 60% of respondents said they were happy as long as they returned from their holiday tanned. A good tan has long been a big deal for many people, who see it as a healthy and attractive look.

But the golden look has its drawbacks. Over the years, the UK, like other countries around the world, has seen a worrying rise in skin cancer rates, and sun exposure seems to be one of the reasons behind the increase.