Significant exceptions to a preference for lighter skin started to appear in Western culture in the mid-20th century. However a 2010 study found a preference for lighter-skinned women in New Zealand and California. Though sun-tanned skin was once associated with the sun-exposed manual labor of the lower class, the associations became dramatically reversed during this time—a change usually credited to the trendsetting Frenchwoman Coco Chanel (1883-1971) presenting tanned skin as fashionable, healthy, and luxurious. , though an overall preference for lighter skin remains prevalent in the United States, many within the country regard tanned skin as both more attractive and healthier than pale or very dark skin. Western mass media and popular culture continued to reinforce negative stereotypes about dark skin, but in some circles pale skin has become associated with indoor office-work while tanned skin has become associated with increased leisure time, sportiness and good health that comes with wealth and higher social status. Studies have also emerged indicating that the degree of tanning is directly related to how attractive a young woman is.