Sim Chi Yin for The New York Times

Beach Essentials in China: Flip-Flops, a Towel and a Ski Mask

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.”