This Singaporean Brand's Latest Campaign Video Is Challenging Asian Beauty Standards

A Singaporean beauty brand has been praised for their latest video campaign for highlighting and challenging stereotypical Asian beauty standards.

Laneige Singapore's campaign was written and produced by fashion stylist and blogger Trishna Goklani along with her fellow classmate Jemimah Wei. The video, My BB Love, told the story of a Korean exchange student, played by South Korean actor Lee Tae Gu, who falls in love with a darker-skinned classmate, played Goklani herself. The campaign's aim was to tackle beauty standards commonly perpetuated in Asian culture in a way that was light-hearted and funny. As well as its important message about beauty, the campaign also was a tool to promote Laneige's range of BB cushions.

Talking to Mumbrella, Goklani said: '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. It means so much to girls like me who recognise through this representation and execution that our marketing dollar is worth something to the brand.'

This happens at a great time where diversity has become a somewhat progressive aspect of the beauty industry, most notably the likes of Fenty Beauty's Pro Filt'r Longwear Foundation who have encouraged shade availability for extensive ranges of skin tones.