A Korean cosmetics brand has released a pretty mind-boggling ad. 

ElishaCoy's advertisement for it's "Always Nuddy CC Cream" shows a photo of a Korean woman and the respective products with the question, "Do you want to be white?" above it. 

Yeah. 

The ad from the "European styled organic skincare" brand is plastered on the window of the department store at New Koreatown Plaza on 159-10 Northern Blvd. in Flushing, NY. 

Sadly, this fascination with white skin and the European standard of beauty isn't new. Musician Dencia named her skin care line "Whitenicious," an obvious play on her snow white skin. There's also the numerous plastic surgeries people have undergone to look more "Western." Another prevailing notion in developing countries in Asia is that white skin denotes not having to labor outdoors, thus exuding a personal and economical status of leisure and luxury.

Let's hope ElishaCoy's ad doesn't stay up too long. 

[via Noonchi]