I often wonder what future generations will say about this period in history. The word “fake” will, I predict, find itself regularly peppered amongst references to much about our culture, politics, ideology and, of course, our media – present company excluded, of course!
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It is somewhat incongruous, however, that when we look at the current focus on the word “fake” in our industry, it’s a word that has been around for some considerable time, yet certainly hasn’t had the accompanying negative connotations we see bandied around today – well, certainly not when in reference to a tanning option!
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But of late, we have found ourselves chartering different waters, where the word “fake” in the context of tanning is often as much about “fake news” as it is about non-UV tans. Through the various mediums of “fake news” – from social to mainstream – there appears to be a global continuum of effort to infiltrate the public psyche and belief system about tanning and not, I hasten to add, from a positive perspective. In my opinion, this can only be ascribed as part of a bigger agenda intended to scare us out of the sun and away from UV light – which, clearly, is rather dumb – as without exposure to UV light, we couldn’t exist as the human race.
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There appears to be a global effort to infiltrate the public psyche and belief system about tanning, and not from a positive perspective.
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So, yes, these efforts are somewhat niggling to deal with, particularly when we know for a fact that there is no truthful foundation to them; but, I guess that’s where “fake” wears its hat. As I always like to look for a positive in any situation, I do take quiet pleasure in observing the outrageous narcissism so often displayed in these tiresome fake attacks. I have ultimate confidence in karma and, of course, the efforts of a very knowledgeable and professional team best placed to strategically counter “fake.”
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And with that, we come to the end of another season during which we have seen some record-breaking weather scorching many parts of Europe. This has been an exceptional opportunity to maximise upon the natural desire to tan, particularly by those stuck at their desks and working indoors during daylight hours. And therein lies the rub. With scorching temperatures across most if not all popular European holiday destinations this summer (Global Warming flexing its muscles perhaps – or is that another example of “fake” news?), it would be very interesting indeed to have the data on just how many hundreds of thousands of people burned on a beach on holiday this year, or even just out in their gardens on a hot, sunny afternoon. Perhaps the figure would be more correctly indicated as millions. Compare that with the controlled session of sunshine on a tanning bed in a professional salon where people tan and don’t burn. Attacking professional operators in the tanning industry is truly a dead-end alley for achieving objectives set out
by the tanning naysayers.
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And when we think of sunshine, we very often think of a beach and sand – therefore an obvious metaphor comes to mind as I say it is absolutely, without any shadow of doubt, time to draw a line in the sand about all the fake news about responsible tanning and as a global tanning community, I know we will achieve this – and that, for sure, is NOT fake news.
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