Why are they doing it if it's not considered attractive?
They don't understand subtlety.Haven't you ever watched the movie "Something about Mary?" There was this older woman who used to tan her skin so much that she looked like a catchers mit. or on the early Seasons of Jersey Shore. Snooki used to have such a dark tan that she looked like something blew up in her face.Natural dark skin suits black people because it looks natural on them, but when White people tan way too much it just looks like a cooked turkey or something.
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Why do they make it this dark then?
Because some white people can be very pale so they tan it more darker for it to last longer during the summer slightly into the winter season.