Tans make most people look thinner, which may be the allure. Also, American culture just tells everyone that tan is good and pale is bad. Maybe because tanning and tanning lotions and oil costs money and yay beauty industrial complex; maybe it's promoted to break down the differences between races to people who can't read facial features (ex. Someone who can't tell a Spaniard or Italian from a Hispanic or Mulatto/Quadroon).    I'm mostly anti-tanning for myself, outside of inadvertent tan from doing outdoor activities, but I tanned in beds before for an event. It's rather relaxing (warm and you just lay there) and helped with my seasonal depression, so I could see how someone could tan because they like how it feels. However, closer to the event, when I went to longer tanning sessions, I noticed the quality of my skin was deteriorating so I stopped. Girls I went to high school with who have tanned in beds for years are starting to look like leather couches; meanwhile I'm always getting carded. No regrets.