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TOKYO : Flawless skin without dark spots, blemishes and freckles - that's the aspiration of most Japanese women.
So, it's almost a must for cosmetics brands sold in Japan to produce products that provide a whitening or brightening effect.
To cater to the demand, Japanese cosmetics firms are scrambling to come out with the best whitening products.
For Shiseido, whitening products are core to its business. In March, it released a product called HAKU2, which has become a top seller even though a bottle costs US$100. Shiseido claims two bottles of HAKU2 will diminish blemishes.
In Japan, whitening skincare products began to catch on big in the year 2000. And by 2007, it has become such a big market that it's now worth US$2.1 billion with increase in sales by 110 percent year-on-year.
Smaller cosmetic makers too are putting on their thinking caps in hopes of gaining a piece of the pie.
In Japan, White Day on March 14 is the day when the men return Valentine's Day favours from women with gifts.
Cosmetic maker Pola took advantage of that name to widely publicise their project. The company spent 10 years and poured in US$10 million to develop its hit item "White Shot".
Japan's fascination with white skin is said to go back at least 1,000 years, and there are historical materials indicating so.
"In the "Ishinho"(Japan's oldest medical collection) of the later part of the 10th century, there's a recipe on how to whiten the skin. An example that's introduced is to use tangerine skin. You grind and drink it, and you'll be (fairer) in 10 days to a month," said Noriyo Tsuda, Chief Curator, Pola Orbis Holdings.
In the olden days, only the privileged were allowed to see the recipe. It was during the 18th century that more women were given access to such recipes. The belief by that time, was that whiter skin could hide imperfections. And that was important for women, who saw their lover and husband only when it was already dark.
Today, aiming for a spotless porcelain skin seems to be more for one's own satisfaction. - CNA /ls
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