This is a pretty good day moisturizer. The whitening effect is also due to the fact that it has sunscreen properties, and sunscreen often casts a white-ish colour on the skin anyways. I havent been using this religiously so i can't tell if there is a long-term whitening effect but there is def. an immediate effect.

This is my first time using a whitening moisturizer. This particular one is probably one of the more affordable ones and comes from the 'Be Clear' line from Etude House. When I bought it, I didn't even know that it was whitening, I suppose that was poor research on my part. I really just wanted a moisturizer and I haven't found any exceptional ones in Canada that are in a regular price range. So, I figured, the other beauty products that I've gotten from Korea were all quite good, why not try another one? As a moisturizer, it's not bad. It does also prevent my face from becoming oily...somehow. The price was quite good for the amount that I got. But after using it for six days, I do see my face getting lighter. I've probably gone a shade down. Although I hadn't expected something whitening, it was quite an experience trying out a whitening moisturizer.
I suppose, that if you are looking for something whitening, this would be good to try. In Asia, porcelain is beauty. Other people have said that it is the equivalent of tanning for most people. But, it really is up to what makes you feel more confident and beautiful. I have no problem with having whiter skin. When I get back to school after the summer, I find my skin a shade darker, and don't particularly like it, so that is when I would probably like this kind of product, as something to bring back my normal skin tone.
All in all, if whitening is what you're looking for (and not a harsh treatment), this is probably for you. But if you're looking for a regular moisturizer, well I would say to get a regular moisturizer, as I don't believe that constant whitening would be too great for your skin. I intend to use this one in moderation, for the sake of my skin.