"Bronze and beautiful" may be the way to go, but is it really worth the increased risk of skin cancer?

Researchers at the Mayo Clinic in Rochester, Minn. found that the occurrence of two types of skin cancer have almost tripled in women under age 40, a sure sign that tanning is still popular despite the well known dangers.

Basal cell and squamous cell cancers are the most common forms associated with over exposure to the sun's rays, and are much easier to treat than melanoma.

Both take effect in the epidermis, said Elizabeth Billingsley, associate professor of dermatology at Penn State's Hershey Medical Center, but squamous can be a little more dangerous.

"We are seeing many more cases involving women in their 20s and 30s," said Billingsley.

While basal and squamous cell cancers do not spread like melanoma, they can still be disfiguring, Billingsley said.

Those affected can be left with permanent scaring.

Cases involving the much deadlier melanoma are on the rise as well, Billingsley said.

Basal and squamous cell cancers are most common on the head and neck, she said, "but we are seeing more cases on the torso."

This is most common in people who tan regularly.

Young women continue to lie in the sun and use tanning salons despite continued warnings about over exposure to ultraviolet rays, said Billingsley.

Kristen Mezzino (junior - marketing) feels excessive tanning is a problem with young people.

"People are entitled to live their lives,s but need to be responsible for the consequences of their actions."

According to the American Academy of Dermatology (AAD) sunlight consists of two types of harmful ultraviolet (UV) rays - UVA and UVB rays.

The UVB rays are the sun's burning rays that are the primary cause of sunburn. UVA rays penetrate deeper into the dermis, or base layer of the skin, causing more permanent damage.

Tanning salons have become a popular alternative in the last few years, with over 10 establishments now offering tanning services in the State College area.

Amber Novak (junior - animal sciences) tans three times a week.

"It doesn't worry me," she said.

Michelle Hoffman (sophomore - supply chain) just started going to tanning salons.

"You can get cancer a million different ways," she said, "it's not gonna scare me away from tanning."

Ellen Fryer (senior-art history), manager of Hollywood Tans, 111 W. Beaver Ave., said that some people come in almost every single day.

Young women aren't the only ones who have to worry about this increased risk of skin cancer, Billingsley said. "Men are also at risk."

Fryer said that between 35 to 40 percent of their patrons are male.

"We require clients to sign a disclaimer form," she said, which tells them the possible side effects.

"We are not responsible for any adverse effects."

For those that tan a lot, Hollywood Tans recommends using the booths that have lower UV ratings. The booths with lower ratings are technically safer to use.

UV free tanning is also available, which consists of a spray that creates a false tan.

"Spray on tans only dye the skin," said Billingsley, "while actual tans offer some protection from the sun. But the protection that it offers is minimal and may not be worth the risk from being exposed to the sun."

Those who choose to use the spray on tans should remember that they offer no protection from the sun's harmful rays, Billingsley added.

Billingsley said tanning causes damage to the skin, which can lead to cancer. The damage done at the cellular level can not be repaired, and steps to prevent further damage must be taken right away.

"One in five people will get skin cancer," she said. "There has been a definite increase in the last 10 years."

The AAD has been working to change the current mindset that only "bronze" is healthy.

"It's something for behavioral sciences to work on," said Billingsley. "How do we convince people that fair skin is just as healthy?"

An ad campaign by the AAD has focused on showing images of the damage caused by skin cancer. Pictures of scaring and photoaging are used to show what can happen if people are not careful.

Photoaging occurs when the skin is exposed to excessive UV radiation and develops a leathery texture, wrinkles, and a yellow discoloration.

Skin cancer can be caught early if it is screened for, said Billingsley.

A screening only takes about 10 to 15 minutes, she said, and is only a visual test. A doctor will take a look at any unusual bumps or patches, and let the person know if it appears cancerous.

The Hershey Medical Center offers free screenings for their medical students.

Some larger companies have also followed this line of thought by offering screenings for their employees.

Other recent studies have shown that only one extensive sunburn can double the risk of developing skin cancer later in life.

There will have to be a major change in behavior patterns before people will begin to see that skin cancer is a something that young adults, specifically young women, should worry about, Billingsley said.

Staff writer Josh Bosack contributed to this story.