Light vs Dark, Black vs White. When it comes to skin color, does it really matter?
For the billion-peso beauty industry selling whitening products it certainly does, except for one brand–SkinWhite.
In its new campaign SkinWhite is saying otherwise.
So why would a skin whitening brand such as SkinWhite defy the norm in its new campaign?
“It’s all about choice,” says Rachelle Layda, Marketing Manager for Whitening of Splash Corporation. “SkinWhite is a brand that empowers women to choose. A choice to define their own standard of beauty. If you choose to have dark skin, you are beautiful. If you choose to have white skin, you are just as beautiful. The choice is yours, and SkinWhite respects that choice.”
This inclusivity is refreshing and speak volumes, especially at a time when shaming and bullying is prevalent across social media. Bashers and haters abound online with no agenda but to shame in all forms and ways – body-shaming, hair-shaming, race-shaming, gender-shaming, and yes, also skin-shaming.
“This is precisely the stigma that we wish to change. Skin color should not be about one being better than the other”, adds Pam Sulit, Splash Corporation’s VP for Marketing.
“White and dark are both beautiful.” confirms Rachel Villanueva, Creative Director of Petch & Partners, the creative agency that created this campaign for SkinWhite. She continues, “It’s about time that dark skin and white skin get the same adoration and acknowledgment.”
Check out this TVC featuring twins / siblings whose skin proves that beauty indeed knows no color.
There has never been an outright claim that DARK IS BEAUTIFUL. And for the statement to come from a skin whitening brand, it should be easy for others to follow suit.
And for those who choose that WHITE IS BEAUTIFUL, there’s due acknowledgement that they’re simply taking control of their beauty too. And why not? Wear your skin, whichever way you choose. Because DARK OR WHITE, YOU ARE BEAUTIFUL.
You can also watch the new SkinWhite ad at https://www.youtube.com/watch?v=RWN9FAZhlO0&feature=youtu.be