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Unlike Europe and America—where tanned skin denoted sophisticated summer vacationers beginning in the late 1920s and early 1930s, when beaches like Deauville and, later, St. Tropez were becoming popular—a white complexion remained the beauty ideal in Japan well into the mid-1960s. Thus Shiseido’s promotion of sun tanning oil was radical, as was its use of the color yellow, which was traditionally associated with bad luck. Television ads for summer skincare products depicted women actively engaging in sports, such as sailing, as well as being openly affectionate with men in public. Until very recently, public displays of affection were frowned upon in Japanese culture. The couple seen in the television commercial at the right, then, represents a latter day "moga" and "mobo," modern girl and boy, whose use of Shiseido products indicates their worldliness. Sun Oil, 1965
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