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Melanoma rates have increased by 2000% in the last 70 years.
"In the early 1900s the U.S. experienced a sweeping tide of radical social change. Society loosened up, and fashion followed the shift in attitude: more skin was bared. Women resented being shackled by ankle-length dresses that dragged in the dirt or got tangled in a car's stick shift and pedals. Meanwhile, men took to wearing lower collars and sleeves; some shaved their beards and mustaches and eventually found it acceptable to go shirtless in the summer sun. With in a few decades, pallor was no longer fashionable and associated with higher social status; suntans had come into vogue. Body skin coated in baby oil and "suntan" lotion greeted the sun's rays to get the "darkest, deepest tan." The historical trend toward increased sun exposure, driven by the desire to look tan, explains in large part the upswing in melanoma rates." (Melanoma; Prevention, Detection, and Treatment. Catherine Poole, DuPont Guerry IV, M.D. 2005)
Together we can make it trendy to be pale.
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