In the Netherlands people like to get a tan. They sell many tan products. Even Nivea and Dove sell tanning products. Im just not sure if they also make commercials about it. I think its more in Asian country where white skin is seen as something superior.
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Yeah, you are right. It's human nature to want what you don't have. In Asia especially, white is sold as superior. While in the West, getting a tan has nothing attached to it. So people get a tan to get a bit of 'colour' or to look like they've been on holiday! The problem is when companies sell products with the message of 'white is better' which then encourages the ignorant and insecure to believe that's true.