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   It’s a spray tan boom.
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                    <span style="word-break: break-word; font-size: 15px;">
                     Bronzed is back. From a noticeably-tan Matt Damon on the
                     <i>
                      Odyssey
                     </i>
                     press tour to Erling Haaland's cherry red nose on Instagram, everywhere you look, celebrities are visibly tan again, signaling a change in culture after decades of caution around sun exposure. Charlie Sosnick put mind and body on the line and stripped down to his boxer-briefs to get a tan from none other than Jimmy Coco—the LA-based spray tanner to the stars, including Kylie and Kendall Jenner and
                     <i>
                      Magic Mike
                     </i>
                     -era Matthew McConaughey—to get to heart of the matter for
                     <a rel="noopener" style="text-decoration: underline; color: #000000;" target="_blank">
                      this great feature
                     </a>
                     . “It is a signifier that you’re touching grass, so to speak,” an enthusiastic tanner told Sosnick. “You can only get [tan] outside, which is also maybe part of the reason why tanning is trending among young people, who feel so distinctly out of touch with the natural world.” —
                     <i>
                      Raymond Ang, director of editorial operations
                     </i>
                    </span>
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                     <strong>
                      <span style="word-break: break-word;">
                       <a rel="noopener" style="text-decoration: none; color: #000000;" target="_blank">
                        Men Are Tanning Again. I Got a $500 Spray Tan—And Now I Understand Why
                       </a>
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                     </strong>
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                    <strong>
                     <span style="word-break: break-word; font-size: 15px;">
                      By Charlie Sosnick
                     </span>
                    </strong>
                   </p>
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                      “Our Age of Bronze is collapsing,” warns Odysseus, in the
                      <a rel="noopener" style="text-decoration: underline; color: #000000;" target="_blank">
                       summer blockbuster of the year
                      </a>
                      .
                      <br/>
                      <br/>
                      Maybe for the Ithacans. But if you look around the world of men’s style, bronzed is back. Matt Damon seems to have kept his Mediterranean glow for the whole Odyssey press tour. Yung Lean went to Paris Fashion Week looking downright sun-kissed. A J.Crew summer campaign featured models as scantily clad camp counselors with a laissez-faire approach to sunscreen. In 2020,
                      <a rel="noopener" style="text-decoration: underline; color: #000000;" target="_blank">
                       Timothée Chalamet lamented to
                       <i>
                        GQ
                       </i>
                      </a>
                      that he looked “all pale” in paparazzi photos of him on a boat, but in a beach photo shoot this year, he had some nice color. Erling Haaland posted his cherry red nose and captioned it: ☀️
                      <br/>
                      <br/>
                      All this celebrity sun worship might mark a turning point after a decade of warnings about sun exposure reached a fever pitch. The American Academy of Dermatology recommends that everyone use
                      <a rel="noopener" style="text-decoration: underline; color: #000000;" target="_blank">
                       sunscreen
                      </a>
                      every day on all skin not covered by clothing to reduce the risk of skin cancer. Around Covid, as people were shut indoors staring at their own faces on Zoom, obsessive sun protection went mainstream. Search interest in “sunscreen” spiked noticeably in 2021, then kept growing to its 2026 peak, alongside social media-fueled growth in the broader skin care industry. Guys who once applied sunscreen only at the beach now seem to use it as religiously as toothpaste. First dates are liable to ask about your
                      <a rel="noopener" style="text-decoration: underline; color: #000000;" target="_blank">
                       skin care routine
                      </a>
                      . Forgetting
                      <a rel="noopener" style="text-decoration: underline; color: #000000;" target="_blank">
                       your SPF
                      </a>
                      for one day, it appears, condemns you to a life hideously marred by
                      <a rel="noopener" style="text-decoration: underline; color: #000000;" target="_blank">
                       dark spots
                      </a>
                      and
                      <a rel="noopener" style="text-decoration: underline; color: #000000;" target="_blank">
                       premature wrinkles
                      </a>
                      .
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