Why Americans Love Sporting a Tan: The Popularity of Sunless Tanning

Have you ever wondered why Asians and African Americans want to have a whiter complexion, while Caucasians try their hardest to be tan? It really is true that whitening products are popular among those with a darker complexion as much as tanning products are such a hit among those with naturally white and pale skin. The rise in popularity of sunless tanning products as a part of the indoor tanning industry—yes tanning has indeed spurred the creation of a whole new industry decades ago—has led psychologists and sociologists to speculate on this apparent need of Americans to be tan.

The benefits of applying sunless tanning lotion include not only looking healthier, but also looking younger and more beautiful. How so? A tanned complexion denotes activity. Being tan not only means you've been to the beach, it also means you've been active outdoors—whether if it's playing basketball, tennis, mountain climbing, hiking or playing Frisbee, it connotes a form of athleticism. Not only that, a tanned skin also hides blemishes and age spots. Because using sunless tanning products means regular exfoliating and moisturizing, a sunless tanning regimen makes your skin smoother and suppler. These three reasons make being tan akin to looking and feeling young, beautiful and healthy.

Now, it is because of these findings in how tanning and its benefits are perceived by people that is the starting point of tracing the real reason why Americans want to be tan. Experts figure that the ability of sunless tanning products to make people look and feel younger, more beautiful and healthier is the reason why it is so popular. How come?

The benefits of being tan all point to one thing; and that is, people feel more attractive when they have a bronzed complexion. The desire to be physically attractive to the opposite sex stems from a deep-seated and often subconscious yearning to find one's mate. Yes, it's as simple as that. Every person's desire to find that one true love, soul mate or their other half spurns one's need to become more physically attractive. And because tanning has become a popular and lasting trend that promises looking and feeling more attractive, it has turned into a sort of compulsion for many to become tan.

You might find it silly and most of you may deny it, but psychologists explain that the desire to be physically attractive is a natural biological reaction that originates from the need to mate. What's more, studies have shown that not only do people tend to subconsciously look for their mates, but they also have a pre-programmed list of qualities that their mates should possess so that these traits can be passed off on their future children. Being healthy is at the top of that list. And because tanning makes one look and feel healthy, they become more appealing and attractive to the opposite sex. Hence, sunless tanning—one of the easiest, most convenient and most effective ways to become tan—has become a trend that is expected to grow and last.