Two New Olay Magnemask Products, page-6

a summary of skin whitening around the world . (a few years old) ...

https://news.in-cosmetics.com/2015/10/19/whitening-worldwide/

quote :

"Looking at Asia, according to analyst Euromonitor International, which tracks the whitening sub-sector across two categories, namely anti-ageing and facial masks, China is unsurprisingly the largest market in both cases. In China, anti-ageing whiteners made $618.8m in 2014, but the category was significantly outstripped by whitening face masks, which was worth $828.6m. For anti-agers, Thailand was the second largest ($432.2m) and Taiwan the third ($334m). Meanwhile, Taiwan was also the second largest market for whitening face masks with Japan positioned third, indicating Taiwan as a key market for whitening products.

When it comes to burgeoning growth markets, for skin whitening in the anti-ageing category, Indonesia, India and Vietnam are highlighted, albeit from pretty small bases. But the fastest growing market when it comes to skin whitening in face masks is China, up 18.5 percent in 2014 compared with 2013 – which considering the already large size of the market equals phenomenal dollar growth.
Beyond China, other regions to watch in this category are Vietnam and the Philippines.
Across Asia, whitening/lightening has been incorporated (frequently alongside other claims) across a wide raft of trending categories: The aforementioned face mask market and its derivatives; multi-step products, including essences and sleeping masks and finishers; nutricosmetics in Japan; and also by body part – for example, deodorants and underarm creams."