I do.
My skin is typical mid sort of white. Not pale enough to be interesting, not olive enough to be interesting.
It shows every bump and scratch as a red blob It gets mottled and weirdly blue in places when i'm cold, and to top it off i bruise really easily 
During spring and early summer i use a fake tan cream on my legs which lasts 3/4 days. I use a tanning spray on my face and shoulders and upper back. Then around now i actually have a tan - yay! - and, yes - i look so much better.
It's not the colour exactly, it's because all the veins and blotches and bruises and scratches (gardening) are less visible. Like a light coat of paint over a dodgy wall.