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LONDON — Major beauty brands are changing how they describe whitening and lightening skin-care products, but is that what the consumer wants in China, the category’s largest Asian market?
“I will still buy ‘whitening’ or ‘brightening’ products because I prefer looking fairer and I don’t like the way I look when I am tanned. It has nothing to do with me wanting to assimilate to the Western ideal of beauty, wealth and social status, it’s just my personal preference,” said Fiona Liu, a product designer in Shanghai. She is also an amateur beauty vlogger who spends a good amount of her salary on skin-care products.
“Reading about what brands are doing to not seem racist makes me want to roll my eyes. While I sympathize with women in South Asia and Africa, or women from minority backgrounds in Europe and North America using