Why are these celebrities whiter by the min.?

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~soo~fly

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Why do you think that celebrities like Rihanna, Christina Millian, Mya, Beyonce, Amerie...the list goes on and on..are whiter by the min.
Is it something going on in the media?
Just a couple of years ago everyone was tanning pretty much dying to have this caramel skin complection. And now is like theyre soo white?
 
in some cases, lighting DOES make a huge difference, too. Flash is seldom flattering.
If you look at some pictures, they are 'whiter' than other times. Gotta keep in mind, most of the time when we see celebrities, they're wearing pounds of make up, under really bright lights, and really not natural in the least.
 
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