Why Women keep tanning in beach or tanning salons?

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I've seen tons of people and they tan claiming it makes them look better even though Drs. constantly warn them of dangers and side effects. Well , how come i dont tan? Am i smarter or what the____ is driving these people,especially white people to tan and think that it is beautiful and handsome? It looks pretty disgusting. Some claim that their pale skin looks ugly...uhhhhhhhhhh....well tanning doesn't fix anything, if your skin is ugly it will still be ugly. For example, some ugly girl i saw in a documentary about staten Island. They tanned excessively and looked red. They were ugly , and the tanning didn't help them, it just made them look worse. I don't read Women magazines, but why are Women magazines and media telling the exact opposite of what medical community is saying. WHY? I'm talking about people who spend hours in the beach laying or people using tanning beds...Please no offend.