Asians spend an estimated $18 billion a year to appear pale. As many as 50% of Taiwanese women (and growing numbers of men) are paying big money to medically alter their exteriors. According to a 2004 study by global marketing firm Synovate, nearly 40% of women in Taiwan, Hong Kong, South Korea, Malaysia and the Philippines used skin whitening and lightening products that year. Asian skin whitening has a tradition that stretches back centuries. The feminine ideal during the Han period for women of the court was almost unearthly white, white skin.
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