by Kiho Kozaki
In modern societies, we can observe that there are countless advertisements by mass media, companies, etc., in our daily life. It is almost impossible to not get influenced by them. Whether one recognizes it or not, one’s thought, common sense, standard of behavior, or actions are established based on these influences. Especially in the field of skin-lightening, mass media is playing an important role in idealizing the standard of beauty, according to which those who have lighter skin are more attractive and beautiful.
The global market for skin lighteners is projected to reach US$19.8 billion by 2018, based on sales growth primarily in Asia, Africa and the Middle East (McDougall, 2013). In most advertisements of skin products in Asia, we can see the appearance of Caucasian and half-Asian models. As Japanese person, I was always wondering why even Asian companies use Caucasian or half-Asian models in order to promote their products in Asia. For skin care products, I assume that is to give an impression of light-skin beauty, according to which white is more attractive and superior to dark skin. An Asian ideal image of beauty is almost created and controlled as something really hard to achieve in order to create profit, and Asian women are following those images unconsciously.
There is an argument about whether Asian women use skin-lightning products to become like Europeans. Joanne Rondilla, the author of “Filipinos and the Color Complex,” gave a different perspective, writing that many Asian women are satisfied with being Asian or having Asian features. However, they are looking to “clean up” or become “better” versions of themselves. The author repeatedly used the word “uniqueness” and “delicate” to describe Asian skin. These words can be seen in many skin care products’ advertisements in my daily life. It triggers a question for me, what does uniqueness mean in this context? I feel like there is a contradiction between the Asian women’s desire of whiteness, which is the image of beauty companies are trying to sell, and their insistence on Asian beauty and the uniqueness of their skin.
The assumption is the power. Many Asian women, including myself, have not thought about what they really want to be and what beauty means to them before purchasing the products. This is the natural consequence of every single person having a different skin tone, however, the models in skin care advertisements all seem to have the same white skin tone. The widespread phenomenon of the white standard has already become a huge pressure for Asian and other non-white women. I argue that every single person has their own way of beauty, regardless of race and skin color.
McDougall, A. 2013. Skin lightening trend in Asia boosts global market. Retrieved from http://www.cosmeticsdesign-asia.com/Market-Trends/Skin-lightening-trend-in-Asia-boosts-global-market
Rondilla, L. J. 2009. Fillipinos and the Color Complex. Pp. 63-80 in Shades of difference: Why skin color matters, edited by Evelyn Nakano Glenn.Stanford, CA: Stanford University Press.