Women buy beauty products to bleach their skin and wear sunblock at all times and use a parasol to walk outside. Whiteness of the skin has been considered as purity (has nothing to do with Caucasian) since the old days. For men a slightly tanned is ok but only barely. Tanned skin is considered “player” or someone not serious and it is considered as a bad thing in the company. Men and women tend to put sunblock and wear long sleeve T-shirts so they don’t get tanned while they are on vacation. They like cute or chic but they don’t like sexy. Sexy is considered vulgar or reserved for women of the night (hostesses, high class companions, etc.). But Japanese fashion has its diversity and each type of fashion has its beauty. In Tokyo each city has its fashion types. In Harajuku we can see Goth, Lolita (girls who dress like dolls), koseiha (literally means original), and in Shibuya there are some gyaru (girls who tan and die their hair, blond, platinum or rainbow colors and they also tan and wear lots of make ups) etc
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