The reasons for altering skin tone in advertisements are believed to be primarily marketing purposes, more specifically directly appealing to whiter ethnicities, which are generally the strongest target groups in consumer-driven areas such as Europe and America.[9] Skin tone manipulation can also reflect the implicit beauty standards or ideals that the marketers perpetuate.[10] Beauty whitewash is criticized for distorting general perceptions of reality, exuding a twisted sense of beauty, and having a negative influence on women, children, and communities alike.[11]