A new survey has found that British women, who are dissatisfied with their bodies, would rather opt for a fake tan to mask themselves up, than do some exercise.
Three-quarters don't like the way they look, while one in five admit they feel far better about themselves if they look bronzed, a survey by Cosmetics giant Nivea has revealed.
About six in 10 women felt that they could cover up their worst features by wearing a fake tan, the survey said.
According to findings, Flabby tummies topped the self-loathing list, followed by fat thighs, sagging bottoms and floppy arms.
More than half of those polled said browning up helped them cover scars, cellulite, wrinkles, fat and thin legs and stretch marks.
Countrywide, two in three people agreed that a tan made women more attractive and eye-catching.
The poll, which surveyed 2,000 adults, found that Welsh women were the biggest supporters of fake tans, with nearly seven in 10 regularly having sunbeds.
The survey also discovered that people living in north-west England were the most likely to find fake tans a turn-on.
The results were not just limited to women, for the poll found that men too opted for sunbed or a browning lotion.
More than three-quarters of British men admitted that a tan made them feel better about themselves, and that a fake tan made them more masculine.
"As a nation we firmly believe unwanted body shapes look better golden than white," the Daily Star quoted a Nivea spokesman as saying.