I kind of like the fake tan look. I feel it warms up my skintone. Plus, natural tans give uneven color and (on me) more freckles, so I'd rather not look like I actually do after I've been in the sun.
I've tried some of the l'oreal fake tans plus bronzers and they're not that great. The face one left me the color of a cardboard box and was far too dark even though I was much tanner than usual and had been out by the pool for hours most days for a week (I lived in a hotel at the time). The body one wasn't quite as strong but it still looked bad. The tans looked great on my already-tan skin, they evened me out and warmed me up and made me a bit darker (they don't look so great on winter-pale skin however). I just had to use them when I didn't have to be anywhere so I could wash off the bronzer after the tan was done.
For face bronzers, I've never mastered them, but from what I hear at MUA,
Cargo makes great ones.
If you want to use a lotion-tanner (which I recommend trying), try Hawaiian Tropic Island Glow. I've used it and it's much better than natural glow. Natural glow for light skin didn't actually change my coloring, but somehow some of the tan still rubbed off on my swimsuit. The Hawaiian Tropic I've used for two days and I'm already a lot darker, and it's more even than "real" tanners I've used.