I know that western BB creams differ quite a bit from the Asian varieties that are quite popular...and I won't start an argument about which is better because I think that when you make a product you have to keep your consumer in mind...What I can tell you, coming from my medium-full coverage foundation loving self, is that I am smitten with our version of BB creams right now. So many brands from higher end (Smashbox, Dior, Dr. Jart) to drugstore brands (Garnier, Maybelline) have one! And while there are some differences as they crossed over borders, there is a unifying theme of what they should be. Skincare PLUS makeup. Our BB creams here in the west are much more like a tinted moisturizer (texture wise) but will still offer more coverage than said tint and still quite a bit less than a medium coverage foundation. Again, you will find that this is going to vary between brands.
I die over foreign drugstore brands because I find them far superior to 90% of American ones...so imagine my sheer delight when Em brought me a tube of the Marcelle BB Cream from Canada on our past vacation :)
Head past the jump for more information and in-depth thoughts!