In earlier days, fair skin was considered beautiful and attractive. Dark skin was considered a stigma which invited discrimination. Fair skin was considered a mark of royalty and grace.
 

The industry of tanning began with the fashion diva Coco Chanel.  While on holiday in the French Riviera, she accidentally acquired a tan.  This was an instant fashion statement.  Its popularity blossomed thereafter. By the 1960's, the concept of a tan assumed an entirely new identity. It came to be associated with wealthy people who could afford to go out for leisure, recreation and vacations. Women also came out of their closets and started making efforts to appear fashionable. Swimming and other outdoor activities became prominent.  The stigma that was dark skin, became beauty and everyone was rushing to get a tan.