OSAKA — Times have changed from the days when young girls were eager to get a dark tan and be called "ganguro," or "black-faced."
The latest beauty trend is to be as white as possible, setting the stage for myriad ultraviolet-ray-blocking products lining drug store shelves under the genre called "bihaku," or literally "beautifully white."
According to an official at top cosmetics firm Shiseido Co., the market for UV-ray-blocking products is estimated at 35 billion yen and has been expanding by 10 percent annually for the past five years. The official added that the bihaku phenomenon is more than a fashion trend, as awareness is growing about the health risks associated with UV rays.