Freckle ad sparks beauty standards debate

3. White skin vs. Tanned skin

There is an old Chinese saying that goes "yi bai zhe san chou", which translates as "A white complexion is powerful enough to hide seven faults."

The expression offers an insight into Chinese beauty standards: beauty means white, fair skin.

White skin is a long-lived determinant of beauty in China, and dates back to time long past, as can be seen in ancient Chinese paintings and literature.

In the past, women with white skin were often raised in a wealthy and powerful families and easily won favor from their loved ones.

This trend is in sharp contrast to the other side of the world, as Western compulsions drift toward tanning. In their eyes, tanned, copper skin is the symbol of a healthy and vibrant lifestyle.

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