Fair is foul and foul is fair

Supposing fairness creams actually work, and assuming that most users would apply it only on the faces, doesn't it occur to them that they would look strange if their faces were lighter than their arms? And why doesn't this potential bi-tonality put them off? Or do they plan on being completely covered throughout the blazing hot summer?

What if one were to apply it in spots, the same spots everyday - could you then achieve a leopard look? Or even something like the African facial scars? Could this lead to a competition of the most creative fair face?