A J.Crew summer campaign featured models as scantily clad camp counsellors with a laissez-faire approach to sunscreen. “It's seductive in the same way cigarettes are,” says Bill Harvey, 31, who has been actively tanning for the past three years. Coco says that roughly half of his celebrity clients today are men, up from essentially zero when he started in 2004. “I wish I could mention all my male clients, but people are funny with their spray tans sometimes.” Others had tried Melanotan II, an injectable peptide that makes skin darker and has drawn warnings from the Skin Cancer Foundation.