Proud to be white-skinned Filipinos

-
I gotta hand it to the fine marketing minds employed by the Neutrogena empire. They use "fairness" and "brightness" as euphemisms to describe what are essentially skin whitening products. Just check out the latest press release of the Neutrogena line of products to add to one's "skin-brightening beauty regimen". These are products that, according to the marketing tag line, "aim to brighten complexion and give fair, even-toned skin" (more info on the Neutrogena Philippines Facebook page).

Look no further than their "Fine Fairness Brand Ambassadors" Patty Laurel and Isabel Roces (pictured).

Easy on the eyes, aren't they? If Neutrogena's marketing team have done their jobs right, it is a fair bet that these ladies represent the deepest physical appearance aspirations of the average Filipino schmoe.

Marketing in the Philippines is indeed a no-brainer. Just go for the gold mine of deep-seated cultural insecurities that reside at the renowned underbelly of the Filipino psyche.

Comments

  1. Anonymous2:16 am, November 29, 2010

    Ok, and how is this different from advertisement anywhere? This is how skin products are marketed in the US, too!

    ReplyDelete
  2. The Philippine Guild3:33 pm, November 29, 2010

    @ anonymous: in the states for the caucasian but not all americans are even caucasian anymore. in manila i always see beauty product users with fair skin on the faces but kayumanggi on the neck down. that's just weird. there are some global brands that sell differently to asians coz they know how to work on the demographics without abusing sensibilities attached to the stats.

    ReplyDelete

Post a Comment

Popular this week

Roundabouts to "solve" Manila traffic - a microcosm of flawed Filipino thinking

-
Image
Roundabouts (or "rotundas" as they are more commonly known as in the Philippines) are being touted by the cash-strapped Metro Manila Development Authority (MMDA) as "an alternative measure to ease traffic congestion". According to a "simulation study", the MMDA foresees a "200% increase in the speed" of areas where roundabouts can be successfully implemented. ABS-CBN News reports that MMDA spokesperson Tina Velasco expects the following specific benefits coming from the increased use of roundabouts in Metro Manila's intersections:
Read more

Philippine culture as seen through the nation's toilets

-
Image
What by most standards is already a "squeaky clean" society apparently is not enough for a people who set high standards for themselves. The Singapore Government has set a goal to make their 30,000 public rest rooms even cleaner than clean . According to the Restroom Association (Singapore) (RAS), only 500 of these public toilet facilities were "up to its standards". What are these standards that even antiseptic Singapore's toilet facilities struggle to meet?
Read more

English vs Tagalog - Manuel Buencamino comes out a chump telling James Soriano off

-
Image
As usual, ProPinoy.net resident Mr Important is trying to be cute in his latest blurb where he presumes to tell current hero of the Illustrado class, James Soriano a thing or two. Too bad that thing -- even two of it -- falls short on sense . Nice try, Mr Manuel Buencamino. But do think again . English is just another means of communication . That is true -- among a people who have strong traditions of scientific, technological, and commercial achievement . Thus among successful societies, it does not matter whether you speak English, Japanese, Korean, German, French, Swedish, or Singlish. These languages -- and the people who speak them -- are peers among themselves.
Read more