Women in the UK are still obsessed with having the perfect tan, research has revealed.
Conducted by OnePoll on behalf of Superdrug, the survey found that 54 per cent of women in the UK want to have a noticeable tan.
To achieve this look, around a fifth of women dedicate 252 hours – or ten and a half days – to lying under a sunbed.
Melanie Wilson, head of health care at Superdrug, commented: "While many women understand the health benefits of having paler skin, that doesn't mean they don't prefer tanned skin."
She added: "It is highly worrying that a fifth of women still think that using a sun bed is a suitable way to tan their skin."
Ms Wilson noted that the pharmacy is working to show people how to be safe in the sun and with sunbeds through its annual skin cancer campaign.
The problem is a particular issue in the run up to a holiday when eight in ten women will hit the sunbeds at least four times in the days leading up to their time abroad.