'Do you wanna be white?' Korean skincare brand 誘発するs （激しい）反発 by 提起する／ポーズをとるing 議論の的になる question on a billboard in New York

By Annabel Fenwick Elliott

Published: | Updated:

A Korean skincare 宣伝 is 法廷，裁判所ing 論争 in New York after it 提起する／ポーズをとるd a 乱すing question to its 可能性のある U.S. 顧客s.

'Do you wanna be white?' the billboard reads, showing an ethereal Korean model with 極端に pale 肌. The 広告 is 押し進めるing Elisha Coy's new Always Nuddy CC Cream, a 色合いd moisturizer 誇るing '肌-whitening' 所有物／資産／財産s.

Korean culture blog Noonci spotted the 広告 in Koreatown, Queens, and scathingly labeled it: 'The perfect 宣伝. [It] sells an impossible dream while also making its 可能性のある 消費者s feel worse about themselves.'

Bold: A Korean skincare brand has made a risky break into the U.S cosmetics market with this billboard, which was spotted in New York's Queens-based Koreatown, sparking less than favorable responses

Bold: A Korean skincare brand has made a risky break into the U.S cosmetics market with this billboard, which was spotted in New York's Queens-based Koreatown, 誘発するing いっそう少なく than 都合のよい 返答s

Although it is 井戸／弁護士席-設立するd that pale 肌 is 高度に 望ましい for Korean women, the direct nature of Elisha Coy's billboard has called into question whether it could 簡単に be a 事例／患者 of 'lost in translation,' によれば Noonci.

Regardless, the brand, which sells its 製品s おもに in Korea, 中国, Hong Kong and Japan, 明確に plays into its 的 market's 追求（する），探索（する） for はしけ 肌.

The 製品 description on Elisha Coy's website （人命などを）奪う，主張するs the cream is '肌-whitening functionality 認可するd,' and 示唆するs: 'The more you 適用する, the better your 肌 looks!'

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Before and after: Elisha Coy, which おもに sells in Korea, Hong Kong, 中国 and Japan is touting the 肌-whitening 所有物／資産／財産s of its Always Nuddy CC Cream (pictured, a blogger 論証するing its 影響s)

The cream, which costs $30 in the U.S., is a hybrid of 'BB cream' - a type of beauty balm popular in the East and Southeast Asia - and 色合いd 創立／基礎; and its marketing images 陳列する，発揮する 際立った smoothing and whitening 影響s on its models.

South Korea is 広範囲にわたって 報告（する）／憶測d to have some of the strictest and most unattainable beauty 基準s in the world. An 概算の one in five South Korean women will を受ける plastic 外科 at some point in her life, and によれば one American schoolteacher 位置を示すd there, this 外見 fixation starts at a young age.

Julie Lurie spoke to This American Life last year, （人命などを）奪う，主張するing that there are 十分な-length mirrors and 重さを計るing 規模s on every 床に打ち倒す of the all-girls school she 作品 at.

Big business: In Korea, pale skin and Caucasian features are highly desirable for women, with an estimated one in five getting plastic surgery to alter their appearance during their life

Big 商売／仕事: In Korea, pale 肌 and Caucasian features are 高度に 望ましい for women, with an 概算の one in five getting plastic 外科 to alter their 外見 during their life

'When you are 適用するing for university or you’re 適用するing for a 職業 here, you put a picture of yourself on your 再開する or your 使用／適用,' she explains.

'It is sort of taken for 認めるd that how you look will often go into the 決定／判定勝ち（する） of if you get into that university or if you get that 職業.'

肌-whitening, while ありふれた in many parts of the world, remains a 議論の的になる practi ce closer to home. Several American-based celebrities of color have come under 解雇する／砲火／射撃 over the years for 恐らく bleaching their 肌, 含むing Rihanna, Nicki Minaj and Beyonce.

'It is sort of taken for 認めるd that how you look will often go into the 決定／判定勝ち（する） of if you get into that university or if you get that 職業.'

In August 2008, for example, cosmetics 巨大（な） L’Oreal 設立する itself in hot water when it was （刑事）被告 of ‘whitewashing’ Beyonce's 肌 in an advert by digitally lightening it.

Ironically of course, pale-skinned Caucasians from America and Europe have been enthusiastically darkening their 肌 to 伸び（る） the 高度に 望ましい sun tan since the 早期に 20th Century.

And if there was a 選び出す／独身 person 責任がある popularizing sun tans, it was Coco Chanel, who frequently sunned herself on ヨットs in the Mediterranean and 宣言するd in 1929: 'A girl 簡単に has to be tanned.'

It seems that whatever your natural 肌 color, there are always different hues to be 願望（する）d. It remains rare however, in the cosmopolitan city of New York at least, for a beauty brand to be やめる so straight-今後 in its approach about a lightening 治療.

Elisha Coy did not return MailOnline's request for comment.

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