It's not about 'standing out' from the crowd, it's 'standing out' from the poor. When the rich were the only ones who could afford to stay inside instead of toiling under the sun, being as pale as possible was considered the most beautiful. Now that bronzed skin is a sign wealth- being able to fly to exotic destinations where there is an excessive amount of sun instead of toiling away in an office, tan is more desired.

It's about status. Always has been, always will be. If the rich started painting their skin gold or purple, you can bet that within a few months every tanned Primark princess would be slathering themselves in cheap dyes and spray-on paint.