We often see dark and fair skinned women featured in “before” and “after” photos for whitening beauty products. But is fairer skin really more beautiful than darker skin? I think not. This is why I found the latest SkinWhite campaign quite appealing. The campaign features dark and fair skinned women side by side as equals in beauty with the tag “Dark or White, You are Beautiful”. Coming from a skin whitening brand, this is certainly a bold statement. I got to know the story behind it when I attended the launch which was hosted by Iya Villania.
A lot of Filipino women have been obsessed with getting fairer skin long before K-Beauty and J-Beauty became beauty trends. This is apparent with the volume of whitening products available in the market today. However, this doesn’t mean that dark skin or morena tones are less beautiful than their lighter counterparts. SkinWhite recognizes that beauty is a broad spectrum that covers all shades, shapes, and sizes. Thus the release of an inclusive and empowering ad that highlights the beauty of women regardless of their skin tone. Splash Corporation’s Marketing Manager for Whitening, Rachelle Layda, says that “It’s all about choice”. “SkinWhite is a brand that empowers women to choose. A choice to define their own standard of beauty. If you choose to have dark skin, you are beautiful. If you choose to have white skin, you are just as beautiful. The choice is yours, and SkinWhite respects that choice”.
SkinWhite’s Dark or White Campaign is a refreshing change from the usual skin whitening ads. Aside from recognizing the power of women to define their beauty standards, it also promotes inclusivity and acceptance of one’s natural skin tone. “It’s about time that dark skin and white skin get the same adoration and acknowledgment.” says Rachel Villanueva, Creative Director of Petch & Partners, the creative agency that created this campaign for SkinWhite. We should all respect one another’s beauty choices regardless if it’s a change of skin tone or hair colour. Gone are the days when people are judged by their looks or the colour of their skin. “This is precisely the stigma that we wish to change. Skin colour should not be about one being better than the other”, adds Pam Sulit, Splash Corporation’s VP for Marketing.
There is no question about the power of women to take charge of their own lives and make their own beauty choices. Highlighting this in the campaign is a great way to remind women that they are indeed beautiful no matter what others say. As the SkinWhite Campaign states DARK OR WHITE, YOU ARE BEAUTIFUL.Here is a look at the new SkinWhite Ad for a fresh look at beauty standards and beauty choices: