But a harsh reality is striking a chord with young people, seeking that golden glow.
"A tan is actually damage from the sun. And even though we like the way it looks, it's still damage. It causes wrinkles, it causes freckles and the leathery look," says Linda Neill, Hendrick Cancer Center.
Neill says skin cancer doesn't discriminate against age or gender.
"We are seeing younger girls who have been tanning, but also the older gentlemen who have worked outside all their lives, the ranchers and the farmers," explains Neill.
Living in Texas, it's hard to avoid the sun, so Neill suggests lathering on the sunblock regularly-- even when you don't think you need it.
"It's recommended that you use at least SPF 30 and that it be a broad spectrum sun protectant because it's going to block the UVA and UVB rays," says Neill.
And don't forget your nose, ears...and eyelids!
"Even when you take your kids to amusement parks, think about sun glasses, cause we've seen melanoma cancer coming up on eyelids," Neill tells us.
Neil says a heaping helping of SPF, every two hours, combined with long sleeves will help you stay out of her office, and enjoy the sights and sounds of the outdoors.
For more information on skin cancer or treatment in Abilene, click here.