There is a direct connection between skin tone and attraction. This was shown by a survey of hundreds of test subjects conducted by Canadian sociologists. The result: Men are more attracted to fairerskinned women. The lighter their skin, the more attractive they are. This preference is independent of origin and race. Light skin is erotic and is considered a sign of virginity, immaculate appearance, innocence and in many cultures, affluence [1].

It is therefore no surprise that the global market for skin lightening products is growing strongly. According to forecasts by Global Industry Analysts (GIA), by 2015 the retail sector will have exceeded the $10 billion threshold. The drivers of this are the sustained growth in the Asian market, which continues to be dominant, and also new trends on the Western continents. New market segments for skin lighteners are constantly being discovered; for example, they can now also be found in body care products. Also, the increasing ethnic population in the UK and the USA is creating a greater need for skin lightening cosmetics in these countries. In the Western markets, age spot-reducing cosmetic products are becoming an integral part of the strongly growing anti-ageing market and are creating room for new and innovative products.

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