by Hsinmin Wang

Compared to other Asian countries, Philippines might be the most multi-colonial country. Successively occupied by China, Arabia, Spain, the U.S., and Japan, constructing the special attitude toward Asian aesthetic and global market. According to a report made by UNEP, in 2004 nearly 40% of women surveyed in the Philippines used skin lighteners. Compare to 61% in India, 77% in Nigeria, the figure seems nothing to be surprised at. But when we started to investigate the reason behind Filipinos using skin lighteners, we will discover the role of Asian beauty in Philippines beauty market. Not just pursuing for Eurocentric phenotype, but more likely to follow the step of East Asian countries, and trying to emerge in immigrant society. But how is these beauty standard constructed?

Joanne Rodilla discusses the use of Michele Reis’s racially ambiguous face in L’oreal advertisements. In fact, the endorser of L’oreal  changed to Fan Bingbing in 2010. Once you look at her picture, you can easily discover that she has the typical face Rondilla describes: glowing white skin, jet-black, and large, double-lidded, almond-shaped eyes. Though I can’t jump to conclusions that the fashion style inclines to Chinese aesthetic, but it does reflect more or less the changing marketing strategy.

There is a wide-spread saying, “There are no ugly women, only lazy ones.” This reflects the idea that once you are away from the sun, you won’t get dark; and with this kind of slogan “high technology to repair, illuminate and brighten your skin,” women with darker skin become a symbol of lacking of self-control, self-discipline and will power. Thus, skin color becomes a reflection on job prospects, earning potential, and social status.

In skin lightener advertisements, we are continually watching Asian girls get skin color discrimination in their life, jobs, and family circles; then it all magically disappears after she uses the product. Sometimes we feel ridiculous, sometimes we feel unbelievable, sometimes we feel overstated; but what if these stories truly happened in your daily life? I think while these advertisements are trying to affect people’s aesthetic, somehow it reflects the real life situation.