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In Taiwan, women want the glowing complexion of Carina Lau. | |
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Men in Hong Kong want their women to look like starlet Gigi Leung. | |
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South Korean men and women like the sultry facade of Ji Hyun-Jeon. | |
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For Filipinos, the number one look is that of pop idol Kristine Hermosa. |
An increasing number are also spending big dollars to buy skin whiteners to look like Asian celebrities most of whom have fair skin and serve as models for major product lines.
Daisy Sam, associate director of Synovate said : "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."
Leading the charge in the billion dollar industry is Fytokem Products a Saskatchewan company that makes ingredients used in skin whitening products sold worldwide.
The majority of these consumer products are marketed in Asia and are produced by both local cosmetic companies in Asia and worldwide
A Fytokem report from last year estimated that China's market for skin whitening products is worth more than US$1 billion. Japan's market topped US$5 billion three years ago.
Cosmetic companies like Max Factor, Olay, and Shiseido combined spent more than US $12 million on advertising last year in Hong Kong alone.
A Voice of America report on the recent survey said for centuries, wealthy women in Asia have avoided the sun, which can damage skin, leading to wrinkles.
As a result, says Karen Joe Laidler, a history professor at the University of Hong Kong, a light complexion in China indicated higher social status.
"Because it's those who toil in the fields, who have dark skin."
"So having fair skin is a reflection of being among the more wealthy classes."
The quest to be whiter survey conducted by Synovate asked women in Asia to name local celebrities who had the skin colour they liked. Men were asked which complexion of a local star they would find most attractive and would want their women to look like. Here are some results of the survey:
HONG KONG
Of the 436 female respondents, most wanted to look like Carina Lau - considered a "real woman not girlish" actress by her fans. Gigi Leung, Michelle Reis and Karina Lam were the other favourites. Most of the 391 men polled wanted their women to look like Gigi Leung. Some said Nikki Chow.
PHILIPPINES
More than half of the 471 women and 444 men polled in the Philippines named Kristine Hermosa as their favourite. Sharon Cuneta and Claudine Baretto tied for second spot.
KOREA
The overwhelming favourite among Korean men and women was Ji-Hyun Jeon. Others named were Na-Ra Chai and Han-Ul Kim.
MALAYSIA
Songstress Siti Nurhaliza was the top choice for both men and women. Others named included Sarimah Ibrahim and Sammi Cheng.
TAIWAN
Taiwanese women mostly liked the complexion of actress Carina Lau. The men voted for Shao Chiang.
