Editing Eurocentrism (section)

===East Asia===
In East Asia, the impact of Eurocentrism in beauty advertisements has been minimal. Anti-European undercurrents in local advertisements for female-oriented products are quite common. European models are hired for around half of advertisements made by European brands such as [[The Estée Lauder Companies|Estée Lauder]] and [[L'Oréal]], while local Japanese cosmetics brands tend to use exclusively East Asian female models.{{sfn|Li|Min|Belk|2008}}

In Singapore, a country with a large population of [[Chinese people]]. European women are ranked below Chinese women in the female beauty hierarchy. According to the author, the blonde hair of Swedish women reduced their femininity, because it was racialized as a Western trait. The authors also noted that these women's Swedish husbands were highly attracted to local East Asian women, which further reduced the self-esteem of the blonde Swedish women living in Singapore.<ref>{{cite book | last=Lundström | first=C. | title=White Migrations: Gender, Whiteness and Privilege in Transnational Migration | publisher=Palgrave Macmillan UK | series=Migration, Diasporas and Citizenship | year=2014 | isbn=978-1-137-28919-3 | url=https://books.google.com/books?id=MHGEAwAAQBAJ&pg=PT112}}</ref>

The use of European female models has actually declined within Japan, and some Japanese skincare companies have discontinued the use of Western female models entirely, while others have even portrayed white women as explicitly inferior to Asian women, on the basis of their lighter hair color.<ref>{{cite book |last1=Jones |first1=Geoffrey |title=Beauty Imagined: A History of the Global Beauty Industry |date=25 February 2010 |publisher=Oxford University Press|isbn=978-0-19-160961-9 |page=314 |url=https://books.google.com/books?id=rqc6YQnSQzcC&dq=%22asience&pg=PA314}} "Pola discontinued the use of foreign models in 2000. Kao undertook a successful launch of Asience shampoo with television advertisements of Zhang Ziya, who became the first Chinese Miss World in 2007, showing off her long black hair to the jealous gasps of Western women. In 2007 Shisedo launched the blockbuster shampoo brand Tsubaki with a $40 million advertising campaign which featured famous Japanese women and the slogan 'Japanese women are beautiful'."</ref> There is a widespread belief in Japan that Japanese women's skin color is "better" than white women's,<ref>{{cite book |last1=Mire |first1=Amina |title=Wellness in Whiteness: Biomedicalization and the Promotion of Whiteness and Youth among Women |date=4 September 2019 |publisher=Routledge |isbn=978-1-351-23412-2 |page=114 |url=https://books.google.com/books?id=3TKtDwAAQBAJ&dq=white+skin+japan+symbolizes&pg=PT114}} "My informants, mainly women insisted that Japanese skin was superior to Caucasian skin. Although many of my informants had little personal contact with Westerners, they all made more or less identical negative comments about Caucasian women's skin, saying, for example, that it was rough, aged quickly and had too many spots. Ashikari (2005) p. 82"{{incomplete short citation|date=August 2024}} ... "When my informants look at a beautiful young Caucasian model in an advertisement with a slogan, such as, 'for making your skin beautiful and young', they can simply see 'young' and 'beauty' in the model's face. They are looking at a beautiful woman in the advertisement, but not particularly a beautiful Caucasian woman. p. 82"</ref> and the placement of European female models in local advertisements does not reflect any special status of white women within Japan.<ref>{{cite book |last1=Bonnett |first1=Alastair |title=White Identities: An Historical & International Introduction |date=8 October 2018 |publisher=Routledge |isbn=978-1-317-88037-0 |page=74 |url=https://books.google.com/books?id=pCapDwAAQBAJ&dq=japanese+skin+advertisements&pg=PA74}} "The partial dethroning of European-heritage people as representatives of a superior 'white race' does not necessarily imply the abandonment of whiteness as an ideal or model in Japan." ...  "The ugliness of European whiteness as compared with Japanese whiteness was mentioned by several of his informants. More specifically it was argued that 'European-heritage people do not possess white skin but transparent skin.'&thinsp;" "Three respondents' views are cited below: This may be completely unscientific but I feel that when I look at the skin of a Japanese woman I see the whiteness of her skin. When I observe Caucasian skin, what I see is the whiteness of the fat underneath the skin, not the whiteness of the skin itself." I have seen Caucasians closely only a few times but my impression is that their skin is very thin, almost transparent, while our skin is thicker and more resilient. The Caucasian skin is something like the surface of a pork sausage, while the skin of a Japanese resembles the outside of 'kamaboko' [a white, spongy fish cake] (cited by Wagatsuma, 1968, pp. 142–143)"{{incomplete short citation|date=August 2024}}</ref>