Saturday, December 04, 2010
Living In Malaysia: Do You Worry About Dark Armpits?
This month the Unilever company Rexona have launched a new ad campaign that's really weird.
In the TV ad some supermodels break down on the motorway. Nobody stops to help until one of them rips off her dress sleeves and shows off her whiter-than-white underarms. Dazzled by this beauty, a car filled with male supermodels shrieks to a stop, the men rescue the girls, and then they all drive off to live happily ever after.
My mates say they never even think about a girl's armpits, however, they all know the ad so I guess Rexona know what they're doing.
The pic here is the accompanying print ad.
What's interesting about this is that in Europe everyone buys fake tan lotion whereas in Malaysia the obsession is for whitening creams. Some people get very excited about this because they see it as Wicked White Western Imperialism.
I've read some old tales that show very clearly that white skin was prized in Asia way before the 15th century when Europeans first started taking territory here so I'm not that fussed. I think that it's just that people have different ideas of beauty, and I'm all for that.