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Koreans aren’t the only ones who covet pale skin, but an ad found outside a store at New Koreatown Plaza in Flushing, Queens, NY is proposing a solution to a whiter complexion.

Do you wanna be white? begs the ad copy while showing an Asian woman with really pasty skin and the miracle product by Elisha Coy. “Always Nuddy CC Cream,” with the “CC” standing for Complete Correction is a “whitening” and “anti-wrickle” moisturizer.

According to Noonchi, the brand and its “European styled organic skincare” is part of the Korean cosmetics wave recently turned into a billion-dollar export business.

This could be the result of a language barrier. Or Not. But what do you think? Chime in at the bottom.

Photo: Noonchi