Yul Kwon:
Life used to be simple when we just had bikinis, but then we had "mankinis" and then we had "tankinis". What's the latest? How about "facekinis"? Here's CCTV with more.

Reporter:
These women on a beach in Qingdao in East China look like they're about to rob a bank. But they are in fact protecting themselves from the sun with masks, or facekinis - a piece of nylon fabric with holes cut out for the eys and mouth.

Beachgoer:
This? This is to block the sun.

Reporter:
What's behind the seemingly horrific mask are the traditional aesthetic standards of China. Pale skin is highly prized here as being delicate and feminine. That explains why whitening creams are selling so well in China. Dark skin on the other hand is often associated with the undesirable tanning caused by farming fields.

Beachgoer:
It is OK if your body gets suntanned, but if women's faces get tanned too we will look ugly in our clothes.

Reporter:
But, not everyone on the beach thinks facekinis are visually pleasant.

Beachgoer:
They're afraid of getting suntans. Women care too much about their looks.

Beachgoer:
They look like ghosts and witches and very ugly.

Reporter:
The booming middle class in China is dedicating more time and money to travel and leisure. Unlike their sun loving western counterparts, Chinese beachgoers often make efforts to avoid tanning, and apparently some of them have developed a new beachwear trend. Li Kefu, CCTV.