Laneige challenges Asian beauty standards with new promotional video

Laneige challenges Asian beauty standards with new promotional video

Laneige Singapore has been roundly praised for a new video campaign, written and produced by fashion stylist and blogger Trishna Goklani and fellow student Jemimah Wei, according to a report published by Coconuts.

The video tells the story of a Korean exchange student, played by South Korean actor Lee Tae Gu, who falls in love with a darker-skinned classmate (Goklani). The goal was to challenge stereotypical Asian beauty standards in a light-hearted, humorous way as well as to promote the AmorePacific-owned brand’s range of BB cushions.

“I’ve constantly been told through marketing and stock availability that I’m not within the ‘normal’ range of shades, which is something girls like me feel very strongly about,” Goklani told Mumbrella. “It means so much to girls like me who recognize through this representation and execution that our marketing dollar is worth something to the brand.”

 

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