I don't think it's really comparable to tanning.
The tanning thing is more a fad that is not that ingrained. A person being "too pale" does not affect his standing for finding a mate or success in his career.
Mmmm, I do get a lot of shit for being "too pale".
It doesn't affect career, but it does affect the chances of finding a mate.
Apparently, paleness is associated with physical weakness in the average western woman's mind.
While a tan skin is associated with strength and manliness.