A recent New York Times article discusses how countries that were previously isolated from global commerce are beginning to see changes in consumer trends as “corporate messaging seems to be making headway.” A case in point is Myanmar, where Burmese men, women and children have for centuries used thanakha, a yellowish paste derived from ground tree bark, to improve their complexions and protect their skin from the sun. Multinational cosmetic companies, relying on pervasive advertising have apparently made inroads, particularly among the young who think that “wearing thanakha makes you look like a villager.” Some thanakha manufacturers have sought to compete with the cosmetics appearing in modern department stores by packaging the traditional product as a ready-made powder. But some of these products have allegedly been found to contain heavy metals and lead, leading to government warnings. It remains to be seen if its use will withstand the allure of more modern cosmetic formulations; many continue to believe that thanakha enhances personal appearance in addition to providing skin-care benefits. See The New York Times, July 28, 2014.