While South Korea may be the world’s leader for plastic surgery procedures per capita, Chinese demand for this kind of operation is skyrocketing. And with their obsession with Korean culture, young women are increasingly keen to go under the knife to alter their appearance.

Selfies ruin trips to galleries, interrupt nights out, and feed an unhealthy preoccupation with looks. But they’re also being used to champion the individual and non-mainstream beauty. As brands launch selfie campaigns, can they engage audiences in a way that’s helpful, not harmful?

Asia's selfie obsession – especially amongst women – is more prominent than ever. In response, there's been an explosion of beautifying apps that automatically detect facial features, and enhance them according to Eastern beauty ideals.

Samsung’s NX Mini camera is made for selfie-fanatics. Not much heavier than a smartphone, it has a screen that flips 180 degrees so you can easily turn the lens on yourself. And after you’ve taken the perfect selfie, it can be shared via Wi-Fi and NFC.