I´m naturally pale (but even more pale due to Retin-A & sunscreen), but I look better with a (fake) tan. A tan makes my undereye circles look less dark, my complexion look more even (every red spot looks more obvious on pale skin) and I don´t get the "OMG you are so white, are you sick?" remarks from relatives when they see me in my completely natural state. I don´t even bother telling them about the need for sun protection, they still believe a tan is always healthy
I use self tanner year round, on my face, neck and chest. Sometimes I also wear the gradual tanners on my body in the wintertime.