There's something about a tan that makes one appear younger, which is ironic really because the sun is the most ageing thing you can do for your skin. In fact, we don't even call it a tan anymore, it's known as a 'healthy glow' which goes to show why President Trump and democratic nominee, Joe Biden, appear to favour a sunkissed complexion.
After all, both men are over 70, and there's only so far a little hair volume and a sharp suit can take you. In the final stages of the presidential campaign, Trump and Biden need to drive home the message that they are not only apt enough to do the job, but fit enough - and a paled complexion can often equate to a tired-looking complexion.
It seems that for Trump and Biden, turning their skin a soft shade of caramel has become part of the daily grooming routine, no less important than a clean shave. You could argue that a toasty tan makes them appear happier, for it exudes a friendly, stress-free vibe and a positive outlook for the future. Goodness knows most of us feel cheerier after a week in the sun.
Tanning therapist, James Read, has seen tanning for men triple over the last five years and is regularly sending self-tanning products out to film sets for actors such as Ryan Reynolds and The Bodyguard's, Richard Madden (Instant Bronzing Mist FYI). 'Men are much more conscious of protecting their skin with SPF and good skincare nowadays, so they are less likely to go under a tanning bed, or put their face in the sun as much as they once did - but they still want to look good - a subtle application of fake tan gives men a confidence boost without ageing their skin.'
Read finds that his male customers (who range from 20-80+) want products that are quick and easy to use and fit in with the rest of their routine. 'Men typically only use self-tanner on their face so they prefer to use a spray that they can mist over their skincare - plus, sprays won't cling to their beard or to stubble like a mousse or cream can.'
While President Trump and Joe Biden appear to get more orange as the campaign draws to a close, Read says the secret to a 'discreet' healthy glow is to use a clear water mist. 'Water tanning mists give a subtle colour which lasts a couple of days before you need to top it up, even after you've had a shave.'
He warns not to forget your hands. 'Often you'll see men with a warm glow on their face but pale hands which is a telltale sign that you've applied self-tanner. Sprays are great for misting over hands because they get in between the hairs and dry in 60 seconds.
'Apply a hand cream or a pump of face cream on the backs of hands, wait for it to absorb, and mist one layer of H20 Tan Face Mist over the top, then the colour won't stick to knuckles or arm hairs.'
The idea is to look like you've been away in a warm climate for a long weekend, not a month in the Caribbean, concludes Read.