While the Western world tries desperately to convince its pale citizens to keep out of the sun and tanning booths, the East continues to baffle us with its obsession with skin whitening products.
In this case, a hand cream promises to make your skin so blindingly pallid, it will cast a white shadow. (Hmmm... that reminds me of a TV show I used to watch.)
The exaggeration is too obvious to accuse TBWA Hong Kong of false advertising in the concept itself, but these products can run the gamut from useless to downright dangerous. It's a shame people can't learn to love diverse beauty ideas, rather than being preyed on by snake oil ads.
As an editor for a cosmetic surgery site, I am sensitive to cultural perceptions of beauty. Though Asians are obsessed at skin tone (specifically getting lighter skin) their Western counterparts have another obsession that may be more serious: looking thin and young.
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