Noting that there is no “one-size-fits-all” ideal of beauty, cosmetics markers pride themselves on sensitivity to local cultural preferences. As Jean-Paul Agon, chief executive of L’Oreal, explains, “We have different customers. Each customer is free to have her own aspirations. Our intention is just to respond as possible to each customer aspiration. Some want to be gorgeous, some want to be natural, and we just have to them the best quality and the best product to satisfy their wishes and their dreams. “For example, many Asian women use whitening creams to lighten and brighten their complexions; in China, white skin is associated with wealth. L’Oreal responded by creating White Perfect; Shiseido offers Aupres White.