Now I don’t mean to scare you, but here’s a fact: research shows that the rates of skin cancers in women under 40 have more than doubled since the 1970’s. But what makes that weird is that young women these days have been well-educated about the dangers of the sun. And almost every product in your makeup bag and medicine cabinet has SPF protection. So what gives?

Here are some of the reasons doctors believe skin cancer is on the rise in women. We got this from the researchers at Condé Nast Publications.

• Denial. Despite all the warnings, women still tan non-stop. That’s the word from New York dermatologist Dr. Ariel Ostad. She says young women are more interested in having a "beautiful tan" than in preventing skin cancer. And going to a tanning bed is even WORSE than lounging in the sun. In one study, young women who used a tanning bed at least once a month increased their chances of getting melanoma by a whopping 150 percent! So stop living in denial and start protecting yourself.
• Another reason skin cancer rates are on the rise: Vacation habits. Dermatologists say a lot of working women have a bad habit of "binge tanning." They’re stuck in an office all week, so they head to the beach for vacation – or even a weekend getaway - and fry themselves silly. But according to Dr. Robert J. Friedman, professor of dermatology at NYU Medical Center, this is the WORST thing you can do. People who get bursts of intense sun exposure tend to get more melanoma. And having 5 or more sunburns in your life DOUBLES your risk of skin cancer.
• Skimping on sunscreen. According to dermatologist Dennis Gross, women typically apply less than half the amount of sunscreen they need. So, how much should you put on? You need at least a golf-ball sized blob to cover your entire body. And remember, sunscreen only protects for a couple of hours – not all day. So make sure you reapply often.