If it isn’t applied evenly or looks unnatural on the person using it, then it’s unattractive. Not all of the fake tan lotions look orange or obviously fake, and if you use them correctly most likely no one will realize it isn’t an actual tan.
I have very fair skin, and don’t tan. Sometimes I use a tanning lotion on my legs, which don’t get as much sun as my arms and are much whiter. My arms are also very freckled! Years ago, I used Bain de Soleil brand tanning lotion, and it worked really well. I bought the kind made for fair skin, and usually only one application was needed to get a bit of color. Most recently, I used Jergens gradual tan lotion, and again it only took one application to get enough color on my very fair skin. My husband, who is brutally honest, said it didn’t look fake at all. I think if I’d used more, it would have been more obviously unreal.
So, I’d say read the directions very carefully and follow them to the letter. Exfoliate first, and apply the lotion sparingly around rougher areas like knees and ankles which will absorb more color. Wait until the lotion is completely dry before you put clothing over it, don’t do anything that will make you sweaty for a while, and wash your hands really well. What I usually do is apply the lotion, then hang around in my undies and a t-shirt for half an hour or so until it’s dry, being careful not to let anything touch my legs. It’s a pain and an inconvenience, which is why I mostly don’t bother with it anymore. I only used it recently because we went on vacation and I thought no one should be subjected to the sight of my glaringly white legs on the beach.
As a final note, I think using the fake tan lotion everywhere would result in a much less natural appearance. Maybe going to a salon or spa would work better than trying to do it yourself, but I’ve never gone that route so don’t know how it looks.