Thai social media has been abuzz about a particular skin whitening cream after a number of online promoters published before and after photos which suggested that the cream worked a bit too well.

Skin whitening creams are big business in South-East Asia, with many brands competing to attract the millions of people obsessed with having a fairer complexion. One of the best ways to do that is social media promotion, only some so-called influencers often try too hard when pitching a product to their audience, as was recently the case with a whitening cream called Milk Lotion Whitening Skin. Before-and-after pictures doing the rounds online this past week showed some pretty dramatic changes, with users’ skin going from light brown to a macabre white.

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Thailand’s fascination with skin whitening treatments is well known, but while most people opt to have the most visible parts of their bodies whitened, an increasing number of men are undergoing special laser procedures on the dark parts of their groin region.

News of the “penis whitening” craze in Thailand reached the Western world a couple of days ago, after photos of men undergoing the unusual procedure at the Lelux aesthetic hospital outside of Bangkok went viral on social media. They showed a number of men lying down on a medical chair while hospital staff operated the “Pikachu laser” on their groin region. If that name sounds a bit strange, you should know that the popular Pokemon is slang for “penis” in Thailand.

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