Whitening products target consumers

Kim Ji-sun, 26, an office worker, rearranged her dressing table for the coming spring over the weekend.

Putting aside the rich winter moisturizers, she replaced them with whitening skincare products and a sunscreen SPF 50/PA+++.

"Spring is the season for brighter skin and make-up. I think it`s about time that I start preparing for the upcoming season," said Kim.

Because of the ultraviolet rays that start to get stronger in spring, makeup experts advise people to start protecting their skin starting now.

For beauty-conscious Korean women, skin whitening is serious business. The fad is easily noticed when taking a look at the first floors of major department stores where most cosmetics shops are located. Both local and foreign cosmetic makers are promoting whitening skincare lines exclusively for the Asian market and it is easy to spot women shopping for such products.

Fair skin has long been considered one of the most admired beauty features among Asian women, and especially Koreans.

In contrast with many Western cultures, where darker, tanned skin is often thought more attractive, Korean women will go to great ends to get fair skin.

"Fair skin is not only just a matter of color. I think it represents wealth or higher social status here, to a degree," said Park Jung-eun, 24, a college student.

In fact, Korean women tend to be more concerned with cosmetics than those in other countries in general - the Korean cosmetics market ranked 12th in the world last year, according to the Ministry for Health, Welfare and Family Affairs. It is not unusual for them to apply seven to eight products for their day and night care.

"I guess most Korean women, including myself, wouldn`t mind spending money to have spotless fair skin," Park added.

Foreign brands are well aware of this preference.

"Korea is one of the biggest markets for Estee Lauder`s products, including the whitening line, along with China and Japan," said an Estee Lauder spokesperson.

Estee Lauder has recently unveiled their new Cyber White EX 2009 line. The sunscreen, Extra Intensive UV Protector SPF 50/PA+++, protects skin from ultraviolet lights while getting rid of preventing spots. Extra Intensive Illuminating Mask and Spot Corrector are also intended to make the skin fairer without being excessively strong, a spokesperson said.

On the more affordable side, consumers can try local brand The Faceshop`s MyeongHan Miindo whitening line furnished with products from Spot Cream to powder foundation, Two-way Cake SPF 35/PA+++.

The products, made of fermented traditional Oriental medicine, are getting positive responses from consumers, according to a company spokesperson.

"Since the sunscreen`s effect only lasts for a limited time, it is important that consumers also retouch their make-up with a powder foundation with sunscreen," said the spokesperson.

Experts advise that along with the use of whitening products, everyday habits - such as taking vitamin C, drinking water and regularly exfoliating - are important in keeping bright and healthy skin.