The first time I was buying foundation, I had a couple of female friends with me.
Being, you know, Super Pale, I picked up the super pale kind (I think it was called "morning light" or something, makeup names are weird and hilarious).
My friends all FREAKED OUT. "There is no way you are that pale! [Friend] is that pale, and you're definitely darker than her!" And they would not let up until I caved and bought a darker shade ("beige rose" or something like that).
A few days later, I wore it for the first time, and another friend, who was not known for being tactful, asks me "why is your face kind of brown?"
There's probably an interesting analysis on race/gender stuff in there somewhere, but honestly, I'm just flabbergasted that my friends didn't think I knew what skin color I have.