Reasons Underlying a "Sun-Kissed" Tan: Portraying the Role of Beauty Standards in Shaping Sun Protection

Background: In recent decades, the perception of a "sun-kissed" tan has often been synonymous with beauty, health, wellness, and wealth. This study examined the relationship between personal beauty perceptions, societal beauty standards, and sun protection behaviors among participants living across Atlantic Canada. Methods: Guided by the theory of planned behavior, participants' (N = 97) attitudes, normative beliefs, and perceived control regarding sun exposure and sun protection behaviors were collected through focus groups discussions. A reflective, iterative coding strategy was developed and discussed by all team members. Results: Participants engaged in combined sun protection behaviors such as using sunscreen and wearing long sleeves, because they were aware of the dangerous effects of ultraviolet radiation. However, occasionally, due to social influences, some participants were prone to engage in purposeful, risky sun exposure to get the desired tan. Discussion: This study contributed to better understanding the "sunscreen paradox;" that is, the sun seeking protective behavior that relies on the false belief that applying sunscreen during tanning is enough to prevent the risk of skin cancer. To enhance the adoption of sun protection measures and provide appropriate guidance, health care professionals should be aware of the role personal and social standards of beauty play in shaping sun protection behaviors.