asience shampoo...wtf?

(taking a break from the library drama...)

For a while I've had issues with the Asience shampoo commercials.

What is Asience shampoo, exactly?
It's a shampoo made by the Japanese company Kao to meet the unique hair needs of East Asians.
The basic premise is that Asian hair is different from Western hair and that the shampoo that Asians use should also be different.

It's not really a unique concept.
So, why the annoyance?

Well, last year Asience had a series of commercials featuring Korean actress Jeon JiHyeon.
In them, Jeon JiHyeon's beauty is envied by Westerners (white Americans).

In one commercial, Jeon JiHyeon runs through a crowd and embraces a white man while being surrounded by cheering white people.
In this video, Jeon JiHyeon wins a dance competition to become an "Asian superstar".
It ends with her becoming "bigger" than the white people around her, and not just that, but the envy of them, too.

In my opinion, the commercial fails at conveying its message, which is something like "Your hair is beautiful".
Instead, the beauty of Asian hair is reduced to something that can be used to make you the envy of white people and allow you acess to a white boyfriend (more like stealing one from the white people, based on the way this video feels).

The goal of the video, and the shampoo, is reduced to making white people look at you. When the goal of the company should be to show how their product is better for your hair than the foreign brand. The only message the viewer gets is that a white man might choose you over a blonde girl because you washed your hair with Asience shampoo.

Those commercials have ended, but a new batch has started up.

On Saturday, I was handed a sample.
Inside, it's letting me know that straight Asian hair is 1.5 times thicker than wavy Western hair.

There's nothing written inside as to WHY this is important, and during the commercials there's nothing said as to why this is imporant.

It becomes another Asian vs. Western attempt to win customers.
If they could offer reasons as to why their product is beneficial to Asians, then I wouldn't care so much. But currently, their only action is to make their consumers feel like they can somehow "beat" white people in a beauty contest.
Big waste of time and money.