You'll probably mostly find that preference in east Asia and native Americans. There's oftnly a biased, where people from a certain ethnic-cultural group are more attracted to their own.
I think that's true to a certain extent. The ancient Greeks were certainly aware of differences in pigmentation by area, but, having a healthy sense of self esteem, they held that unlike the too pale northerners and the too dark "Ethiopians", they were "just right".
However, as Aberdeen said, for others it's a question of "opposites attract". Then, there's the fact that elite groups who are an intrusive force with perhaps a different "phenotype" will favor their own phenotype, and people in lower social groups will come to favor it too, as a sign of privilege. That was partly the case for the preference for blonde hair in the Middle Ages and the Renaissance, I think.
You might want to pick up a copy of the book "The White Lotus" by John Hersey to see how it would work in a future world where the Chinese conquered the West:
It also changes with time and fashions...the ideal of beauty in the high Middle Ages was for women to be as hairless as possible (perhaps for a contrast with men) so they plucked out a lot of hair along their foreheads, and even their eyelashes and eyebrows.
They also prized women being pregnant so the pregnant silhouette was preferred; if you weren't pregnant you wore a sort of cushion under your dress. I don't think that it's at all a look that would appeal to men today.
http://blogs.getty.edu/iris/files/2011/06/liberal_arts1.jpg
For a time in the nineteenth century, the "Circassian" woman was held to be the epitome of female beauty. Hucksters and marketeers made a fortune selling products guaranteed to make you look like one. I'm partial to that look myself, but then I think everybody looks better with dark hair...a better contrast with pale features, for sure. I've even been known to put a darker rinse in my hair just to get that effect.
That's not to mention the changes in preference over the twentieth century for large mouth versus small mouth, a tan versus indoor pale, a boyish figure versus a voluptuous one and on and on. Or, what about the influence of advertising and the mass media? I can tell you for a fact that the decisions made by a very small group of people dictate what we consider "attractive", whether we know it or not. That partly explains the difference in the number of actresses sporting blonde hair versus dark hair now, or how "a 4 became the new 6, and the 2 the new 4". (It's from The Devil Wears Prada, a movie I'm sure you didn't see. I was there, and I could see it happening. The sample sizes came in a size 6, so that's the size you had to be to be a model. Then, they decided it had to be a four, and then sometimes a two...that's why models are anorexic...they have to starve to get to that size when they also have to be 5'10.)
It's all complicated, and, indeed, subjective.