Angelic and pure  -  Fairer skin is often associated with being pure and angelic. Research from the University of Toronto, states that ' people with lighter skin are associated with being ethereal and innocent'. Almost every single painting of angels or women from the Renascence era had fair skin. History and past standards of beauty, all have a say in what is considered desirable in common day culture. As mentioned before, the rules of beauty that Geisha possessed (red lips, black hair, fair skin) have transcended down to the modern day women of Japan. A newly sought-after concept is too look youthful. Not only youthful but cute and innocent. The culture of 'cuteness' is called Kawaii. A study by Kanebo, a cosmetic company, found that Japanese women, in general, favored the
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