I'm very fair skinned (reddish-blond hair, blue eyes...), so tanning is not really an option for me. This product really works for me. The first time I tried it was after getting a sample with some other order that I placed. It sat in my drawer for about a year and I finally pulled it out one day and tried it. I was amazed at how well it works, and the best part is that you don't have to exfoliate first! It is the best no-hassle product I have ever used. I've tried other tanning lotions, sprays, foams, etc., but those just don't seem to work as well or a simply as this one. I'm sold! Its a bit pricey, but for me, during the summer months when I want to show some skin, its well worth the cost.