The main factor driving people towards using natural skin care products to protect themselves against sun damage may not be health concerns such as cancer.

Research conducted by Northwestern University Feinberg School of Medicine reveals that many people are more worried by wrinkles than by potentially fatal skin conditions.

"The fear of looking horrible trumped everything else," says professor of dermatology June Robinson.

"It was the most persuasive intervention, regardless of why they were going to tan."

This is in spite of the university's claim that indoor tanning salons can increase the risk of melanoma by three-quarters.

Natural skin care products can add a healthy glow to skin without exposing it to increased cancer risk.

Melvita recently recommended its own Tinted Cream as a "fantastic" way to achieve the effect of a natural tan.

The suggestion came in a post on the brand's Facebook profile, intended to provide some beauty tips for Sex and the City's Miranda, played by Cynthia Nixon.