The culture of complexion: the impacts of society's role in shaping the definition of beauty.

The definition of beauty has evolved as the trends valued by the top of society change. For centuries, fair skin was a requirement of the Western definition of beauty; however, a shift in the 1920s made tanned skin the new standard. In this article, smoking and tanning are presented as risky behaviors that are perpetuated through industry advertising and exploitation of the authority of health professionals. The article further explores the culture of complexion in Western society before and after the 1920s as well as the consequences of tanning and efforts to rewrite society's definition of beauty.