The great thing about the Web is that it's truly worldwide, as the name suggests. That can be a problem for marketers, though, with campaigns that might fly one place but not so much elsewhere. Take Unilever's skin-whitening product marketed under the Vaseline brands. These creams are popular in India but it's safe to say would horrify many people in Western countries. That's why it's hard to be shocked that Vaseline's "Transform Your Face" Facebook app, created for Unilever by Omnicom, has elicited a touch of consternation in some quarters.