Why are so many people dissatisfied with their skin color?

[tjl]

According to this article:

Teenage Girls Aren't The Only Ones Who Tan Indoors, Older Adults Do So As Well

20% of 18-29 year old people visit tanning beds, and 8% of over 65 people visit tanning beds. Seems like some people want to have darker skin than they "naturally" have, even at the added risk of skin cancer.

On the other hand, I see some other people who go to great lengths to avoid any sun exposure, apparently to keep their skin as light colored as possible, even at the added risk of getting insufficient vitamin D. An example would be like that shown here (particularly the face shield which is worn specifically as sun protection, as it is not part of a helmet):

Any ideas why dissatisfaction with one's own "natural" skin color seems to be so common?

 

[NBS 4life]

I dont think it is dis-satisfaction but rather another facet of mans constant quest to better themselves aesthetically.

Not to forget some people do use them for health reasons e.g. Some skin conditions benifit from the use of the tanning bed.

 

[sexanoe]

the only time i ever even worried about my complexion was just simply wishing my feet were not lighter than the rest of my body and even then i have never taken any measures to make myself lighter or darker

 

[theGOOCH]

I'm pasty and proud

 

[NoLoveLost]

I'm pasty and proud

lol, I kinda like my jaundice look.......


I'm not one for the sun usually, but when I am planning to vacation somewhere sunny I'll go get myself a base tan so I don't burn.....

I also tanned before after running all summer. I looked like a *&$%# zebra and just couldn't take all the different tan lines from my clothes....

 

[Karky]

I'm Norwegian.. I'm white.. I was proud of it (not in that whole Hitler way) then the tanning beds came.. now I walk in shame.. they used to say that "x is the new black" well, brown is the new white..