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'Face-kinis' in China (PHOTOS)

'Face-kinis', a mask designed to protect the wearer from ultraviolet rays and repel jellyfish, have taken Chinese beaches by storm this summer.

'Face-kinis' in China (PHOTOS)

Underneath these bright-colored ski masks, dubbed 'face-kinis,' are middle-aged Chinese woman braving public ridicule in order to protect their pallid skin from damaging rays at the beach.

While many people in the West want to get a tan when they go to the beach, this is not the objective of Chinese women.

In China, pale skin represents beauty and wealth. Tanned skin, on the other hand, is a sign of manual labor and poverty.

Such is the terror of getting tanned, many people pair their beach mask with a long-sleeved shirt to ensure maximum protection in the water.