Honestly, when I see cosmetic models on TV, I sometimes can’t help myself but to feel “enticed” by their looks. Slim, tall, and fair skin. Hmm.. what a scenery. Who doesn’t want to have a such beautiful woman? Being a man, I certainly say yes! I even asked God to match me with one.

But then, I remembered something. When I was on my way home from Pasarbaru, I passed a group of women walking toward my direction. Apparently they’re employees of the nearby Gramedia (from the uniform they’re wearing). I didn’t pay much attention to them but later on I noticed something unusual from one of the girls.

She had this white face. She stood up from the crowd because she’s the only one who has such feature. As she’s getting closer to me, I can see that her face is the only part of her body that is white. I immediately felt sorry for her. I thought this is one of the “victims” who got “brainwashed” by beauty ads.

The concept of white is beautiful apparently not new. It appears to me the trend started in Japan. According to Diana Lee of Uniorb.com (2007), for centuries Japanese women take a great effort to maintain the “whiteness” of their skin. Nowadays, consumers rely heavily on scientific advancements in cosmetics to make their skin looks whiter.

Lee furthe explains that some consider this action is to emulate the stereotypically Caucasian beauty. However, the real reason behind the obsession to have ligther skin has more to do with social class differences.

It was believed that a lighter complexion is associated with wealth and higher education levels, whereas darker skin alludes to a life of outdoor labor toiling in the sun.

However, over the years throughout Asia, white skin viewed as a symbol of innocence and femininity has transformed to an image of youthfulness and attractiveness to the opposite sex due to aggressively marketing by major cosmetic companies. Moreover, international film industries and advertisements clearly pushed the lighter-skinned celebrities and models as emblems of Asian beauty. (Lee 2007).

Looking at the condition in Indonesia, Lee’s assessment about beautiful white is actually relevant. We have to admit that our nation is a status oriented nation. Thus, it is only natural to relate beauty with status as well. I’m not sure though whether Indonesians have also included in their perceptions that white skin also projects an image of youth.

As sad as it may seem, many of us do perceive darker skin women to be less attractive. I guess it has something to do with the fact that many darker skin people are coming from lower economic background and a lot of them have to work in areas, which are considered “low status”, such as labors, workers, or maids. Some even suggest dark skin looks unclean.

This situation is indeed made worse by ad campaigns from cosmetic producers who portray white skin women as sophisticated, attractive, and of course beautiful. The modern and rich setting in the ads, may even suggest that white skin is closely associated with wealth, and therefore status.

The question is then, does beauty determined by skin color? Of course the answer is no. But with the help of agressive ad campaigns, for many, the answer may indeed incline toward yes.

I once wrote an article titled If you’re a Caucasian Guy and Decided to Date an Indonesian Woman. One of the commentators fiercely said that I perceive beauty based on the appearance of skin color. Although I never actually mentioned skin color in that posting, but I can understand her resentment. I think I can fairly say that the reason she made such comment is partly caused by her exposure to the way many Indonesians perceive beauty as well as the ads in the country.

Anyway, returning to the white-face Gramedia girl, I think there are a lot of women out there who took a similar path like her. I think I will continue to feel sorry for them and yet, I’m not sure how I should address this issue when I had to meet face to face with a person like the white-face Gramedia girl.

Should I keep silent? Or should I try to tell her that her effort is only damaging her body and her esteem? Because beauty does come from within, no matter how cliche it may sound.

I still don’t know how to answer it, but one thing for sure, those white skin models on TV? They no longer attract me that much.

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