It is wide-spread.

I make music with a woman from Saipan. She prides herself on the shade of her color, probably best described as 'nut-brown'. Her siblings, she says, were all darker than she. She attributes her own color to the fact that her mother rubbed coconut oil onto her body and into her hair.

She sings a song that says: 'You don't love me because I am too black.'

Then, of course, pale people lie in the sun or spend hours per year cooking in tanning salons to try to achieve what others come by naturally who try to lighten their skin to match those pale ones who are lying in the sun to darken their skin to match those who come by it naturally... etc, etc.