OK.... tried the new "Build A Tan" from Neutrogena. Had scary, orange, self-tanning marks all over. Ugh.

Also tried the legendary Mystic Tan -- twice! I have to say that I was very pleased with the results. It looked very natural and lasted for a little less than week. I think it's a great thing if you have any kind of event that you'd like to have a little color for. I would only recommend putting the lotion they give you in between your toes as well as around your nails-- the skin there is a little dry so it picks up more color and is more noticeable.

Coppertone Endless Summer in Light-medium. It makes my pale white skin a nice shade of peachy tan, not bright orange. It also comes in medium-dark. I reccomend the lotion, not the foam.
Good Luck!

I'm very fair, and so far the Mystic Tan has been the best ... very light and natural looking, no streaks, no orange. Definitely pricier than doing it yourself, but worth it for a special event.

Oh, and maybe this is just me being a huge dork, but every time I do the Mystic Tan I have a mini-panic-attack ... the spray is colder and more intense than I expect, and then I start to panic because I'm breathing in the spray (which apparently is not harmful), and then it's all over, I'm hyperventilating like a fool, a big naked fool standing with her arms up while getting hosed down with cold brown water. The moral of the story being: Not only does Mystic Tan give you a nice glow, it also takes you down a peg or two ;)

i'll second the coppertone endless summer. i'm a total whitey, and i use the medium/dark, and it gives me a nice, non orangey color.

They usually use a spray tan like Mystic Tan, where they get in a booth in a bikini and are kinda misted with the stuff.