Forget 'Real Beauty': Ads for Skin-Whitening Beauty Products Just Won't Die
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In Asia, Pond’s sells a line of skin-lightening products called “White Beauty.” A recent ad from Pakistan showed a tube of its face wash with the tagline “Dark Out, White In.” The Unilever brand posted the ad on Facebook and urged users to “Click LIKE for fairer skin!”
In Thailand, billboards advertised a whitening feminine wash (yes, that’s a thing) from pharmaceutical giant Sanofi. The ad showed a scale of 10 skin tones, light to dark, leaving women to compare how their nether regions fared.
Across Asia’s diverse beauty markets, one constant is an idealization of fair skin. And skin-lightening is a big — and growing — business here. From January 2010 to June 2014, 30% of prestige face-care products debuting in Asia promised whitening, according to Mintel. In the first half of 2014, that number was over 38%.
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