One of the distinct beauty ideals for women during the 70’s was having beach-bronzed skin to achieve a “natural,” younger look. TV Radio Mirror Magazine published this ad in June 1972, encouraging its audience to spend long hours in the sun to look younger. The smile on our bikini-clad model’s face shows that she has no idea that sun exposure actually results in about 90% of skin aging. I guess hindsight is 20/20.

FUN FACT: While Coppertone promoted the deep tan, we can also give them credit for exploring sun protection. They were the first company to explore SPF (sun protection factor), which they discovered at the Coppertone Solar Research Center the same year this ad ran. (Source: SunWorshiperSunscreen.com)