I think they believe the more they apply it, the less chance they have of becoming dark. When I was there, it was so hard to find products that weren't "whitening" products. I told the sales girl once, when she asked me why I wanted non-whitening products, "do I look like I need whitening?" I told her that their darker skin was beautiful and that we paid a lot of money in the US to become darker. She was quite surprised!