Asian Women Lighten Up

While hot weather in Europe turns many people's attention to the need to work on their tan, Asian women are redoubling their efforts to lighten their skin. Skin-whitening products are increasingly popular across the Asian region, according to new data from Synovate.

More than a third (38%) of women surveyed in Hong Kong, Korea, Malaysia, the Philippines and Taiwan use the products, up from 34% in February 2002.

Daisy Sam, Associate Director of Synovate Hong Kong said that the study also looked at why women desire fairer complexions. 'Across the region, 61% of respondents agreed that they look younger with a fair complexion, 49% believe that whiter skin can cover wrinkles and age spots and 43% are more attracted to members of the opposite sex with fair complexions.

'Despite 41% stating they have used the products which make little or no difference, it looks like skin-whitening is a strengthening trend in Asia. It's that classic 'want what you don't have' part of human nature... many people with Asian complexions want to be fairer, and many people with fair complexions go to a great deal of trouble to tan their skin darker' says Sam.

The study was conducted in April 2004 among 2496 women in the five countries.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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