morena | The Adobo Chronicles

MANILA, Philippines (The Adobo Chronicles, Manila Bureau) – In what could be the greatest legacy of his 6-year term as president, NoyNoy Aquino has issued a sweeping Executive Order totally banning skin-whitening in the Philippines.

It is common knowledge that the beauty practice is popular in the Philippines and in some Asian countries — one that has led to the proliferation of skin-whitening products and salons, as well as the creation of a misguided standard of beauty, especially among film, television and advertising stars and models.

“It is time Filipinos take pride in their natural skin color,” Aquino said. “While the rest of the world is jealous of the morena/o (brown skin tone) color of the Filipinos, our countrymen are spending a lot of money to maintain a white or fair complexion.”

The Executive Order which takes effect immediately:

1. Orders the closure of all skin-whitening salons and parlors

2. Directs the Philippine National Police to take down all billboards that advertise skin-whitening or feature white/fair-skinned Filipino models

3. Cancels the manufacturing licenses of local companies producing and distributing skin-whitening products.

4. Asks Binibining Pilipinas Charities and other beauty contest franchise holders to accept only brown-skinned contestants

Asked by The Adobo Chronicles to comment on his own fair-complexioned sister, Kris, the brown-skinned president said he has already had a serious conversation with his sister who has agreed to take down all her photos from her Instagram, Twitter and Facebook accounts. (She has also recently announced her retirement from show business).

Manila, Philippines (The Adobo Chronicles) – Women the world over would die for the chance to sunbathe in Hawaii, The Caribbean, or the white sandy beaches of the Philippines – from Boracay to Puerto Princesa. They also pay top dollars (or whatever their currency is) to invest in bronzers (think U.S. Speaker John Boehner) or book sessions at tanning salons, ignoring warnings about UV rays-induced skin cancer.

Not so in the Philippines. White is better, especially among women who aspire to be on film, television, or to become beauty queens.

Whitening soaps have become priced items in the Philippines that many local and foreign soap manufacturers have invested millions of dollars to come up with products that promise whiter skin. Fruit-based soaps (papaya, citrus and others) as well as chlorine-based products have become popular in recent years.

Whitening soaps have also been among the top requests from Filipinas to their relatives in the U.S. and elsewhere when the latter ship balikbayan boxes back home.

Is this just a temporary trend or a residue from the Philippines’ colonial past?

We encourage our readers to weigh in by commenting.