Despite the risks associated with tanning, many young women still prefer the natural way

THURSDAY, May 30 (HealthDay News) - In an attempt to get a golden hue, American young women say the concern for beauty, not health, is what will determine how far they want to use the called sunless tanning products, finds a new survey.

The survey of 182 white college students (with an average age of almost 20 years) goes directly to public health dilemma: the warnings about the health risks associated with long term compared sun with powerful momentum set to current beauty standards.

"It's a matter of trust, " said the study's lead author, Jeong-Ju Yoo, assistant professor of science in family and consumer sciences at Baylor University in Waco, Texas. "The sunless tanning products such as tanning, tanning creams or lotions are a much safer alternative for skin tanning tanning beds or sunbathing."

Consumers are reluctant to use these products because they are convinced that they will get the result you expect, Yoo said. "And although the real tan is not perceived as safe, produces the benefit, clearly perceived, to be a more easy and familiar to have the look and the color that people want, " he added.

Excessive sun exposure can cause skin cancer. The rate of melanoma (the form of potentially lethal skin cancer) has increased in the United States for three decades, according to the American Cancer Society (American Cancer Society). In young adults, melanoma is one of the most common cancers. Skin cancers and basal cell carcinomas, which are usually benign, but can cause disfigurement, are also increasing.

Not hear any warnings about the risk of skin cancer and premature aging caused by unprotected exposure to ultraviolet (UV) rays, indoors or outdoors. More than a million Americans visit tanning beds. The American Academy of Dermatology Association (American Academy of Dermatology Association), which is opposed to its use, estimates that nearly 70 percent of users are women, most between 16 and 29 years old.