Za , a cosmetic product that has moisturizers and whitening creams, has been developed by Shiseido for the Chinese and Southeast Asian markets. The line also maintains an international clientele and its English language web site is named "Za New York". The current face of the brand is half Swedish and half Chinese model, Ase Wang. Skin care has always played an important role in Chinese beauty with an emphasis on pale skin. Shiseido has had to up the level of whitening to keep up with the demand. A natural approach combined with medicine is also a trend. Winter melon is known to posses a coolness for a clearer complexion and ginseng makes skin smoother and increases energy levels. 90 million Chinese consumers spend about 10 % or more on cosmetics, so L'oreal, Shiseido, and Estee Lauder have opened large research facilities to better understand local tastes and develop products specific to the Chinese market.
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