This is why creams promising 'total whiteness' or 'total fairness'
Some lightening creams contain light reflecting particles & slightly white particles in them. These spread on with the cream & can give an 'instant results' false impression. The Aveeno with soy lightening cream has these reflective particles that create a glow. Your own skin hasn't changed a bit. It just is wearing these particles (mica, metallic agents) like makeup.
This is why speed is not the point when lightening. Steadiness, sun protection & patience are the not-so-secret 'secrets'. Don't be fooled!