The New York Times details a peculiar phenomenon in China, where beachgoers are shy about getting a tan at the beach, so they resort to specialty ski masks:
For legions of middle-class Chinese women — and for those who aspire to their ranks — solar protection is practically a fetish, complete with its own gear. This booming industry caters to a culture that prizes a pallid complexion as a traditional sign of feminine beauty unscathed by the indignities of manual labor. There is even an idiom, which women young and old know by heart: “Fair skin conceals a thousand flaws.”
With the pursuit of that age-old aesthetic ideal at odds with the fast-growing interest in beachgoing and other outdoor activities, Chinese women have come up with a variety of ways to reconcile the two. Face masks like Ms. Yao’s have taken this popular beach town by storm. In cities, the summertime parasol is a more familiar accouterment, many adorned with rhinestones, lace or sequins (and sometimes all three). Those who need both hands free are fond of the tinted face shield, the perfect accessory for riding a bike — or welding. The fashion-conscious favor a chiffon scarf draped over the face.
Since the masks only protect one area of the body, this is a booming business. Gloves, for example, are making a resurgence for beachgoers.