IN CHINA, there is an old saying: “Fair skin hides three ugly traits.” In Japan, the saying goes: “Fair skin hides seven flaws.”

Fair and flawless skin may be dismissed as a preoccupation of the aristocrats of the past but the converse is true. The fact is that skin exposed to the sun – while looking a healthy golden and olive – can develop permanent pigmentation that tarnishes the complexion.

The most logical solution in today’s world of instant fixes: skincare products that protect the skin from UV rays and ageing, and claimed to help eradicate spots.

Aimed at educating the masses on the importance of proper skincare and skin whitening, Shiseido recently launched a whitening campaign in Japan, China, Hong Kong, Taiwan, South Korea, Thailand, Malaysia and Singapore from February to September 2009.

Hong Kong actress-singer Miriam Yeung has been selected as Shiseido’s whitening ambassador. Her experiences and information on brightening products will be broadcast through the media and a dedicated website developed exclusively for the campaign at shiseido.com/whitening.

Despite being blessed with a naturally flawless complexion, Yeung has skin problems just like any other woman and admits that constant care has helped make her skin look better.

“Constant shooting under the sun sometimes gives me patches, and they tend to be more visible when the camera takes close-ups during shoots,” she told a press conference.

Being in the limelight constantly requires her to always look her best, despite her hectic schedule as an actress.

For Yeung, moisturising is particularly important, and she carries sunscreen and under eye cream wherever she goes. Her preferred product: Shiseido White Lucent.

“My skin gets dry easily, and I used to have to apply sunscreen many times. And I also have very dark circles under my eyes,” shared the 35-year-old.

Yeung echoed the increasingly popular belief that outer beauty helps increase self-confidence, but placed greater emphasis on the importance of inner beauty.

Laughing is her secret to keeping her emotions in check, which is why the actress is always so upbeat.

As skin whitening ambassador for Shiseido, Yeung said: “It’s not about being fair; it’s about evening out skin tone and making your skin more radiant with proper skincare.”  -The Star/ANN