Forget bronzed, tanned skin. The demand for fair, luminescent skin is going strong in Asia, say beauty industry players, who estimate the mass market for skin-whitening products in Singapore alone is worth about $11.5 million a year.
A spokesman for Spanish beauty brand Anesi, which introduced a whitening range, Anesi Luminescence, in July this year, says: "Skin-whitening products are becoming increasingly popular as women and men strive to achieve brighter skin."
She adds that older individuals who suffer from liver spots and other age-related, skin-darkening conditions are turning to skin-lightening formulations to maintain clear and more youthful looking skin.
Face-whitening products make up 20 per cent of the mass market industry for skincare, says a spokesman for popular mass brand Nivea.
Brenda Loke, marketing communications and public relations manager at French skin-care brand Clarins, says its skin-whitening range, White Plus Range, is one of Clarins' best sellers here. The range was introduced here in 2004.
Over at Nivea, a spokesman says that the one-size-fits-all approach is no longer sufficient in meeting consumers' needs.
It introduced its face-whitening range in the late 1990s, and has since adapted its well-known Multiple Whitening Cream to suit different age groups. The Multiple Whitening Cream 20+ whitens and controls oil production while the Multiple Whitening Cream 30+ whitens and repairs ageing skin.
Why the demand for fair skin?
Adeline Chia, 24, a data analyst, says she buys whitening products because she tends to get freckles and want even, fair skin.
Doctors have also noticed more patients paying attention to protecting their skin.
Says Associate Professor Wong Soon Tee, a consultant dermatologist with Raffles Hospital: "People are becoming more aware of the damage the sun can have on the skin and are more concerned about sun protection."
He sees about 80 to 100 patients a month seeking treatment for dyspigmentation (abnormalities in the formation or distribution of pigment).
According to doctors, there are several ways to lighten skin safely: lightening creams, skin peels and procedures such as infra red light or laser-based treatments.
Lightening creams work by blocking the production of melanin (a skin pigment) or removing pigment cells, while chemical peels reduce the amount of pigment-laden cells.
Light or laser-based treatments remove pigmentation by burning the affected area, which results in a scab which falls off in a week to 10 days to reveal new skin.
Prof Wong points this out too: In general, there is more scientific evidence to back up the results of dermatological skincare products (products that contain drugs) than cosmetic ones.
And Dr Ong Su-Anne of ParkwayHealth Primary Care says that it is important to look out for ingredients in lightening creams that could irritate your skin and recommends going to a qualified, experienced practitioner to reduce the chances of burning or scarring.
Prof Wong says that stringently avoiding the sun and good quality cosmetics will help prevent dreaded brown spots and other blots on your facial landscape.
However, he does add: "One has to accept that some adverse skin reactions such as redness, peeling and skin irritation may occasionally come along with such treatments.
"The old maxim still holds true - no pain, no gain."
SOME SKIN-WHITENING PRODUCTS
Anesi Creme Luminescence
The cream evens the tone and texture of the skin and illuminates the face by stumping hyperpigmenting areas and stimulating skin regeneration.
$117.70 for 50ml bottle, from Tai Wah Shop, 02-20 Orchard Hotel Shopping Arcade
Multiple Whitening Cream 20+ whitens with White Pure Active, a natural ingredient that reduces the skin's pigmentation. It has SPF 15 for sun protection and also controls oil production.
$17.25 for 50ml bottle, from Guardian and Watson stores, supermarkets and hypermarkets
The cream contains Vitamin CG, a derivative of Vitamin C, which whitens skin and protects with SPF 30. It's specially formulated for Asian skin to avoid yellowish and dull-looking skin tones.
$14.90 for 45ml bottle, from leading beauty outlets
Kiehl's White Brightening Botanical Cleansing Cream
It inhibits melanin production by enhancing the natural exfoliation of dead cells removing melanin-charged cells. It also soothes skin, protecting it from irritation responsible for pigmentation irregularities.
$41 for 150ml bottle, from 01-07, The Heeren Shops, Robinsons, Raffles City, 01-11/12 VivoCity and Tangs Beauty Hall
A whitening treatment that uses a high pressure spray and micro-core technology to permeate the skin. Ingredients such as licorice and vitamin C lighten age spots and pigmentation, increase collagen and elastin production and inhibit the formation of melanin.
Trial session is $40.66. Prices start at $180 per session, from Beyond Beauty outlets including 01-01E Park Mall, 05-36 Paragon and 06-02 Pacific Plaza
