On the Italian Adriatic coast, where romance reigns and beachcombers bask in the sun, the notorious Latin lover looks for his prey and he hunts his conquest with chat-up lines. The women are fed up.
"We run away from Italian men," said Tiziana Andreoletti. "They're such a drag."
And it happens all the time. Boy meets girl and boy annoys girl. So, the Italians have enacted an interesting solution to this problem. They have created a beach strictly for women. No men, children or loud disco music are allowed.
"It's a simple idea," said beach owner Fausto Ravaglio. "We have given the women their own world.''
Known as "Pink Beach," the area opened a week ago and is complete with exercise classes, water aerobics and makeup and manicure tips. It greets men with a pink sign that reads: "No Men."
The 50-mile stretch of coastline linking Rimini to Riccione also restricts traditional beach food such as deep-fried squid and chips.
Women can enjoy the sun, sea and sand without the lustful leers of men.
Beach-goer Marianna Sandu said she hit the testosterone-free sands to meet new friends and talk about "women stuff."
But for some men the idea is a little farfetched. One man said the concept might be good for women, but it would fall flat with men.
The beach does have one man.
"The lifeguard must be a man," Ravaglio said in a foreign newspaper interview. "You clearly need a man to save women in the sea. It's a question of muscles."