The web says: "This breakthrough daily body lotion with natural soy and a subtle color enhancer helps even out skin tone and texture while graually deepening skin's natural color, for visibly healthy, radiant, even-toned summer skin all year long just by moisturizing. Specially formulated for medium and fair skin tones." I bought this on clearance because it was cheap and I have tried many of the sun-free tanning lotions before and they have all been terrible. They have either left color on my clothes, left streaks on my skin or have smelled terrible. I opened the bottle before I bought it and it smelled light enough so I went ahead and got it. I have used it about 20 times now...but not 20 days in a row. Each time I put it on I put on enough to massage well into the skin and then I put on a little extra. I have not noticed ANY change of color at all. I'm disappointed because it absorbs quickly and doesnt smell bad at all. It is an okay lotion...not extra moisturizing or anything...but okay. The bottle says it moisturizes for 24 hours, which is not true for my skin. The directions do say to apply daily...so it may be my fault as to why I dont see a color enhancement...but you would think that I would see at least a glow of color (and I even got the medium skin tones shade).