The BBC's Jonathan Head in Bangkok says that as an advertising slogan it could not have been blunter - ending as it does with "Eternally white, I'm confident".
The abundance of skin-whitening products available in Thailand, and the efforts many Thai women go to shelter from the sun, highlights the obsession with pale skin, our correspondent says.
Two years ago, when Nonthawan "Maeya" Thongleng won the 2014 Miss Thailand World beauty contest, much comment centred on how dark her skin was compared to typical contestants.
At the time she said she wanted to encourage all other women who felt insecure because of their darker skin.
Darker skin is often associated in Thailand with manual, outdoor labour, and therefore with being "lower class".
Also much of the urban elite are of ethnic Chinese origin, who tend to have lighter skin than the indigenous people of the Thai countryside.
"This is not a problem that is unique to Thailand. It's a problem that exists all over the world," says social critic Lakkana Punwichai.
"The issue also underlines the issue of class in Thailand, where those with darker skin are viewed as the poor from the rural north-east. We look down on them, on Cambodians, and Indians with darker complexions.
"However, attitudes are changing as Thai elites start to look down on women who long to be white, the same way some westerners look down on "blonde bimbos"," she said.
Share this story About sharing