Been thinking about how markets define the terminology of a product. Think for example for the word fair. In Asia, this simple word holds a lot more meaning than elsewhere, specifically when it comes to beauty and skin color. Fair is the color to be, fair is what is in demand, fair is what everyone is marketing to.

In Asia, fair skin is considered as the epitome of beauty, and the word fair is itself a positive sounding word. In contrast, in the West no one uses the word fair for skin color, they use the word pale, which has a negative connotation as if you’re not well or not rich enough to go to places to get tanned (natural or not). No one in the West wants to be pale, they spend so much time, money and effort to become darker and tanned.

So how do you think of yourself? Do you want to be fair? Are you pale?