In a 2004 Synovate AsiaBUS survey conducted among 2,496 respondents from five Asian countries, skin whitening was most popular in the Philippines. At least 50% of respondents claimed they use whitening products and always opt for the popular brand. Unlike before where women were the target of skin whitening ads, cosmetic companies have jumped on the opportunity to enticed the Filipino male population to get a lighter skin complexion.
The current Belo Men campaign shows that with lighter skin, a guy not only becomes more sosyal, he also gets more attention from the ladies and he easily gets the approval of his future father-in-law. Wow, lighter skin does wonders for you, right?