Jisun Shin

The term “brightening” remains one of the most frequently mentioned efficacy keywords in both the Korean and Japanese beauty markets. In Southeast Asia as well, the admiration for fair skin still continues. However, the ideal image of brightness that the term evokes is no longer what it used to be.

Le terme « éclaircissement » (brightening) reste l’un des revendications les plus fréquemment citées sur les marchés coréen et japonais de la beauté. En Asie du Sud-Est également, l’admiration pour les peaux claires perdure. Cependant, l’image idéale de luminosité qu’il évoque n’est plus ce qu’elle était.

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