[Niyusu]

Shampoo advertising in Japan has almost always featured glamorous foreign blondes praising imports from Procter & Gamble and Unilever.

But ads for Tsubaki Shampoo, the latest hit from Japanese cosmetics company Shiseido, feature famous Japanese women and an unusually direct slogan: "Japanese women are beautiful."

The message has struck a chord at a time when Japanese women are increasingly looking to role models in their own ranks, rather than stars from abroad, for definitions of their self worth.

For decades, beauty standards in Japan were dictated by the West...

Source: Japan Shampoo Ads Show Japanese Women's New Image | Yahoo