Why many greeks try to be white and bleach their skin?

Me see in shops too much whitening creams in Greece and too many people buy. Why is this? Me think we need to be proud of our dark skin like turkish arab and ethiopian. And we have to accept that we is mongoloid like the turks and hairy like them. Me is think greeks should stop bleaching their skin and embrace their god-given dark greek skin. What you think?