Dear No Can Tan, Forget about tanning. It's not a necessity. Why worry? In the real scheme of things, tanning: 1) Increases the rate at which your skin loses elastin and collagen, increasing the SP (sagging potential) of your otherwise firm and fabulous skin. 2) Stimulates the abnormal production of melanin, causing ghastly liver-looking spots, mottled complexion, and muddiness. Does anyone welcome this tone or texture? I think not. You're not less of 'a man' (or a woman, for that matter) because you can't tan. Think of the millions of more-interesting things that you could be doing with your time (getting a massage, shopping for great pants, spritzing on fabulous colognes, lunching slowly over a nice glass of anti-oxidant rich red wine) than tanning. They just require a little planning. Or you can try our Bliss airbrush auto-bronzing. There's nothing wrong with 'the white' (or at least, the untanned).