I tried the Vita Liberata Phenomenal Tan* on my sister back when it was a little bit sunnier (not a lot!) and I found it really simple to use. It's a mousse that blends in so nicely and dried pretty much instantly giving an instant glow. It's buildable and I used two coats on my sister over a few days before she went on holiday. She has a gorgeous, natural looking golden tan that lasted well, wasn't streaky (yay me!) and faded evenly.
I used a mitt to apply it after she had exfoliated and she looked really golden and brown. Here is her arm in comparison to my pastiness!
It's quite a pricey tan (link!), but the fact that it's buildable and lasts so long definitely makes it worth it.