I'm really, really fair and since seventh grade, I've been buying self-tanners. You name it, I've bought it. I HATE THEM! For a while, I was into the neutrogena tanning foam, because you could see the color and were immediately tan. But even that smells and streaks, and once you've got the color on, it's an absolute b*tch to get it off...
BUT THEN.... I discovered.... (drumroll, please)...
SALLY HANSEN PERFECT LEGS. It sounds really lame, and when I first saw it, thought it definitely seems marketed towards old ladies with vericose veins. It doens't stain your skin, so if you make a mistake, it's easy to get off. It's more like make up for your skin. The best way to use it is to get naked, cover your hair and spray it about 8 inches away from your body (it's aeresol) and all over. It makes a misty hair-spray like spray so you can spray it behind you and step into it to get your back.
This is also a really messy way, as it gets over EVERYTHING (carpet, walls, clothes)... so what I began doing is spraying it directly on my skin, really close, and then taking a self-tanning mit and rubbing it all over and all in. Then, I TAKE A SHOWER, but don't scrub. This washes off the icky-feeling so you don't feel layered, but the tanner stays on.
And then I put lotion on, which helps even the 'tan' out and you can sort of transfer the color, etc. If you don't scrub in the shower, the 'tan' lasts about 2-3 days. A can will do my entire body 2-3 times, probably, but I normally just do whatever skin is exposed...
There was a great picture I was looking for, but I can't find it... so here's a different picture that sort of shows the tan (although I think I was using a shade that was a little too dark, as I'm slightly orange! HA!) That's me in my avator, super super pale and here's a pic of me with the sally hansen stuff (keep in mind I was using a shade that was too dark, hence the orangey-bronze; the lighter shade which I use now looks much more natural!). But the point is, if you mess up, it's easy to wash/scrub off. It's very easy to apply. It's not too expensive. You can shower right afterwards. If I were going to tan my whole body, I'd set aside an extra 20-30 minutes in my routine.
Whew! That was long!
Other than my experience, I've heard rave reviews on it.
I put too much on, I slathered it on like a regular lotion. And I didn't exfoliate. 
bobbi brown in medium and benefit in hoola with a smidgen of nars sin blush to keep it glowey. Also, the best trick I found with all my self tanning adventures is to wash your hands with toothpaste and soap- no kidding, it realllllly takes the color off your hands!
