“Do you wanna be white?”
That’s the question Korean skincare brand Elisha Coy is asking the public in this controversial billboard that appeared recently in the New York borough of Queens.
Check it out.
Because white skin is what makes everyone happy?
The poster was seen in New York’s New Koreatown Plaza in Flushing, Queens, advertising the ‘Nuddy complete correction CC cream’ reportedly gives people in the company’s market a whiter complexion.
Not surprisingly, the billboard has copped some criticism. Because – as The Daily Mail pointed out – it “clearly plays into its target market’s quest for lighter skin.”
Korean culture website Noonchi said, it’s the “perfect advertisement—it sells an impossible dream while also making its potential consumers feel worse about themselves.”
And then there’s this from Jezebel: “Maybe the advertising team forgot that this ad was scheduled to run in America where minorities are hyper-aware of race, colorism (even if they don’t know that word specifically, they know how it feels to be discriminated based upon skin color) and kind of like being their own ethnicity.”
