I'm about as fair skinned as they come and struggle to tan without burning and simply damaging my skin in the sun. Even still...I don't want to scare people including myself out on the beach with my reflective pale complexion (have your sunglasses at the ready!) This stuff is a life saver. It has been a staple in my cupboard for a few years now and I love it more every year. It builds a natural looking tan that lasts without giving you that undesirable shade of 'fake orange' some people get. If you're looking to add colour to fair skin or boost colour on already tanned skin this is for you!
Update 01/03/2015
After trying a couple of other tanning products this summer I've learned that this product isn't the miracle worker I thought it was a miracle worker...compared with other products this does in fact leave my skin looking too fake and orangey, and even when applied lightly with a mitt I've had streaks and an overall uneven looking application. It doesn't colour my legs as well as others have, and the colour doesn't last very long - it's as if the colour builds for two days then just stops. The lingering scent is a little hit or miss too. The only thing I've used it for this summer is to occasionally help moisturise and maintain the colour achieved from other products. Even then there was no mistaking the orangey yellow tint it gave my skin. I had to remove three lippies - one for each criteria; whether it did what it said it would and whether or not I would use it again and one for whether I would refer it to a friend. It's a good product if you're looking to start experimenting with fake tanning but don't be afraid to branch out and try something else too, there are much better products out there.
I want to say I loved this lotion, and it was ok. Last summer I used it twice a day. I bought it because I ran out of my usual lotion with a self tanner and couldn't find it anywhere. I chose Dove because they are well known for being good for the skin so I decided they were the best choice. The lotion was nice, smelt fine, way smooth and creamy and didn't leave stains behind like the other brand did sometimes. However the subtle tan was so subtle I couldn't see it with the Dove lotion and the lotion was quite thick so I went through the bottle quicker than usual. All in all, I would get it if I couldn't find anything I liked better. It was lovely on the skin, but gave no subtle tan.