I'm confused about the negative reviews of this product. Since I'm so pale (MAC NC 15), I've never been a fan of bronzers because they look so fake with my skin tone. I tried the sample size of this product because it clearly states that it's a "sheer, light, dewy bronzer" to be used as an all over face color for a sheer hint of warmth for fair skin tones. And, the photo on the EDM site is an accurate representation of what the Soft Bronzer looks like. The previous reviewer with a medium skin tone is disappointed that the color is lighter than her actual skin tone, but I don't understand why she bought it after seeing the picture and reading the product description. If you have medium skin, then go for a regularly pigmented bronzer because it would look fine on you. This definitely will not show up on skin tones darker than light to slightly light-medium. It may provide a little glow, though, if that's what you're looking for.
Anyways, maybe the other reviewers who have fair skin think they're fairer than they actually are. I've met a lot of women who consider themselves fair, but in comparison to me, I would consider them light-medium.
For me, this Soft Bronzer is exactly what I was looking for. I put a few specs in the lid of my EDM foundation (Golden Fair, for reference) to test it out, and only a few specs of product gave me the warmth I was looking for. I applied it on top of Pink Ribbon blush and it's a beautiful warm glowy shade. I then brushed some on my nose, chin, and forehead. It's not nearly as shimmery as I thought it would be, so it's incredibly natural looking. It provides a slight glowy-ness, but the individual shimmers are not detectable (in this lighting, anyway, I haven't tried it outdoors, yet). I'm not a fan of completely matte products, so I'm happy it has some slight shimmer.
For very fair women, I highly recommend this!