A new study in the U.K. finds that the indoor tanning craze is on a steep decline, with the number of tanning salons in the country dropping by a third last year and Brits opting for a pale look.
Reported in the British media over the weekend, U.K. insurer Simply Business based its findings on 750,000 quote requests, finding a 29 per cent decline in tanning salons in 2012.
The World Health Organization lists tanning beds as equally dangerous to your health as cigarettes, but that hasn't stopped patrons from seeking the bronzed look. However, The Telegraph in the U.K. reports that thanks to the likes of Victoria Beckham, who has recently ditched the self tan for a pale look, consumers are following suit.
Simply Business also reports that self tan sales have dropped by more than 20 per cent in the last year, according to The Telegraph.
"Business trends frequently mirror those seen in popular culture, often leading to a rapid boost in related businesses, followed by a decline as fads fall out of fashion," Simply Business CEO Jason Stockwood said.
"The apparent fall in tanning salons would appear to be following a similar pattern, as consumers set their sights on the latest look modeled by their favorite celebrities."
