Shiseido makes decent skin care, but the Whitelucent line isn't really effective for serious lightening of acne scars, melasma,age spots. I t does feel luxurious on the skin. (I am a huge label reader, and a giant chemistry buff)The reason it sells really well is the desire for a lighter complexion was marketed at Asian women. Pale meant wealthy, it meant you never went outdoors, it meant high social standing. Not all products that are marked "white" whiten. Shiseido recently discontinued their Hawaii line called ZA (it can still be found all over Asia) It had a division called "White" in little white bottles and compacts aimed at teenagers! I mean toner (it was pretty much alcohol,fragrance, deionized water-nothing fading there...." to masks, powder, and foundation and creams-but no product had any chemical that could "lighten" by any stretch of the imagination. Caveat Emptor!
Paula Begoun atleast has some pretty right on reviews of product effectiveness. Some libraries carry her book, and pretty much all bookstores. If you don't know what the ingrediants do (the salesperson will not know either), there are books in the library that tell you what the ingrediants actually do.