Fans Call On JYP To Stop TWICE’s Skin Whitening Brand Endorsement
Shortly after TWICE was named the new endorser for Scarlett Whitening, fans are calling on JYP Entertainment to terminate the contract—though not every ONCE agrees.
This week, TWICE was officially announced as the new ambassador for Indonesian cosmetics brand Scarlett Whitening. Launched by actress and singer Felicya Angelista, Scarlett Whitening sells a range of scrubs, toners, lotions, serums, and more—including some products which claim to whiten skin.
For example, according to an ingredients analysis from COSMILY, the “Brightly Ever After” range of serums and creams contains three “Whitening” compounds designed to “improve skin tone“: nicotinamide, ascorbyl glucoside, and glutathione.
Studies show nicotinamide (also known as niacinamide) lightens skin by inhibiting melanin cell transfer, while ascorbyl glucoside (a vitamin C derivative) is proven to inhibit melanin formation. Glutathione, meanwhile, is mainly used to lighten skin that has darkened over time. Some of these ingredients appear in many other Scarlett Whitening products, including their acne cream and their “Glowtening” serum.
So far, TWICE is promoting two limited edition sets from Scarlett Whitening, both of which include products containing the aforementioned ingredients. Now, many fans are calling on JYP Entertainment to terminate the endorsement contract and cease TWICE’s promotion of Scarlett Whitening products.
By TWICE joining Scarlett, we want to invite Scarlett’s Friends to be more confident to show the best version of themselves. Because we believe that everyone has their own charm and we should be proud of what we have🥰
— Scarlett Whitening’s message to TWICE fans, translated from Indonesian by @twiceindonesia on Twitter
Skin lightening products are a significant point of contention for many people due to the belief that they enforce colorism—discrimination or prejudice based on a person’s skin tone. Last year, cosmetics giants like Johnson & Johnson and Unilever pulled their skin whitening products from shelves after the #BlackLivesMatter movement ignited conversations about colorism. However, statistics still show that $8.6 billion USD was spent on skin bleaching creams in 2020.
Many ONCEs around the world are now concerned that TWICE promoting Scarlett Whitening products will further contribute to the use of skin whitening treatments. In a mass email to JYP Entertainment, fans state, “We find it unethical that TWICE is promoting a brand with skin whitening products, knowing that they have fans with darker skin complexions.”
[TWICE promotion email template]
•Scarlett WhiteningONCE please read the following template thoroughly. If you share such concerns, feel free to join us in mass emailing this email template to JYPE. https://t.co/9u9EmkzUWq
— TWICE SPACE 🧪 (@TWICESPACE_) October 16, 2021
We ask you to please take this into consideration and think carefully about dropping out of this brand deal/promotion as it can be harmful to not only TWICE members’ image, but it can be deeply hurtful to the fans they have.
— Mass email from ONCE to JYP Entertainment
Other fans have taken to explaining why the endorsement can be considered “problematic,” stating that skin whitening products can perpetuate the impression that you need to have light skin to be beautiful.
that to be perceived as beautiful, you need to look “white” and this is heavily influenced by western / european culture , not only that but it diminishes the pure culture of asians that most of us (not all) are born with melanin skin, through the use of whitening + (2/6)
— grey (@dubushandcream) October 15, 2021
Some have also expressed confusion over the release of TWICE’s English-language single, “The Feels,” asking why JYP Entertainment is allowing the group to promote skin whitening products after endeavoring to attract a global audience of all ethnicities.
releasing an english single to attract more of an international audience which is filled with people of all races and ethnicities and then promoting a skin whitening brand 2 weeks after the english single… it's just so sad
— saad (@kyotosakobe) October 16, 2021
Since TWICE are reaching a global audience, the company has to consider the feelings and lived realities of the groups that make up this audience. Just because colorism is so normalised does not make it ok. Perpetuating harmful beauty stereotypes and discrimination is not ok.
— TTT is really my name | O + T = ❤️ (@StuckOnTwice247) October 16, 2021
That said, several fans from Indonesia believe the endorsement is not problematic. Some who use the brand themselves say that the products are intended to “brighten” skin and make it glow rather than lighten the pigment, despite the brand’s name. These fans say such products are widely used as a way to restore skin to its original color after sun exposure or eliminate hyperpigmentation.
Brightening is to give a glowy effect to your skin, not whitening. Idk how to explain it deeply, english its not my first language. You can brighten ur skin WITHOUT whitening it
— tzuyuppu (@solsitopapita) October 16, 2021
Some of yall need to inform yourselves first.. pic.twitter.com/iJz4iai8Xl
— tzuyuppu (@solsitopapita) October 16, 2021
One ONCE also says that celebrities who are considered darker skinned have promoted Scarlett Whitening in the past.
She's an Indonesian singer who has tan skin tone, and yes, she's a Scarlett ambassador too.
Would you still said that collaborating with this brand = racism? (Cont.)
* Please read this until the end of thread * pic.twitter.com/j1slS74e4N
— Ale (@alendubs) October 16, 2021
In response, others have denounced the normalization of skin whitening products, with some pointing out before-and-after photos from Scarlett Whitening’s Instagram which appear to show the products’ lightening effects.
people saying "skin whitening products are normal in asia" to people being upset over the brand deal… stuff like that SHOULDN'T be normalized like that's literally the problem here
— saad (@kyotosakobe) October 16, 2021
i’m fuming there’s a LOT of posts like this and y’all still wanna defend them?? pic.twitter.com/2IHe8wgs8V
— ً (@jeongyoui) October 16, 2021
While JYP Entertainment is yet to issue a statement on the controversy, they have deleted their initial tweet on @JYPETWICE regarding the endorsement.
