In the Philippines, Filipino women/men have held the perception that western women/men are more beautiful because of their whiter skin. 30 years ago this gave birth to the product category of "Whitening Lotions and Soaps".

However, the new generation of Filipinos have revolted against Whitening products - as they see using them as a sign of being ashamed of their darker skin and nationality.

So rather than fight them, we supported them.

For SkinWhite we created the brand tagline:

"Beauty is your choice"

And the campaign message.

"Dark or White. You are beautiful."

We then cast real life Filipino Twins because of their identical features and thus beauty. Then chose one of them to whiten their skin over 12 weeks using SkinWhite Lotion. We then photographed each set of twins. The images demonstrated that regardless of skin tone, both siblings were equally beautiful. Hence our message.