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In this scenario, health is literally wealth. They are willing to pay whatever price it demands, even if it was their health. They have no choice but to try to change the one thing that they hate the most about themselves in most cases, it is the color of their skin. Everywhere dark-skinned people turn, they are faced with insults to their color, and the availability of these creams only adds salt to their wounds.įor someone who already has low self-esteem, the constant insulting makes them feel worthless for something that wasn’t in their control in the first place. They thrive on the inherent pigmentocracy, widespread in our society today.
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The fairness creams are also a blatant personal attack on an individual, degrading them solely based on their skin color. What’s worse is that 60% of the users may suffer at least one complication. These may cause neurotoxicity, mercury-induced nephropathy, immunotoxicity, ochronosis, hyperchromic or hypochromic erythrocytes and neuropathy. Most of these fairness creams contain harmful substances like hydroquinone, steroids, mercury salts, hydrogen peroxide and magnesium peroxide, among other derivatives. Now, before we get to the psychological implications of this practice, we must first discuss its physical health implications. With matrimonial ads continually asking for tall, fair-skinned brides and grooms, this practice seems unlikely to go away anytime soon.
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For women, it means increased matrimonial prospects and lesser dowry. Hundreds of young adults buy these creams and slather them on their skin to become fairer, because it is associated with comparative wealth, desirability, prestige and attractiveness. All those degrees you earned hold no value. If you are dark, you are an idiot, a bad person and not fit for anything. Likewise, it's suddenly love at first sight for the suitor.īecause, if you are fair, you are automatically talented, smart and beautiful. The job that rejected them? The individual will interview again after using said fairness cream and get the job. Then, some very nice well-wisher will recommend said fairness cream, which in only seven days will grow one’s complexion three shades lighter. Both the job and/or the suitor will reject that person solely because of their dark skin. In the beginning, a dark-skinned person is shown to be interviewing for a job or is looking for a prospective life partner. Ethical Aspects in the Advertising of Fairness Creams )Īll of these fairness products or skin-lightening creams resort to the same harmful marketing strategy. 700-crores (946 Million USD) just from fairness products. 1,200-crore (1.6 Billion USD) with a gross of Rs.
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3000 crore (About 4 Billion USD) toiletries market in India, the skincare segment boasts of Rs. It is therefore not surprising that of the Rs. The dark-skinned Lord Krishna (whose name means dark) is often depicted as blue-skinned, even though the religious scriptures clearly describe him as a ‘neela-megha shyama’ this essentially means “as dark as the rain-filled cloud.” For some reason, we cannot stand a dark-skinned hero, even if he is a god on a mission to impart justice to the world. Interestingly, even gods are not above this prejudice in our society. Our entire society is built around the belief that “fair” is better.
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As I grew older, I grew more aware of my society, and I realized that it wasn’t just my family that had this obsession with lighter skin. These were my aunts, my uncles, my grandparents. People would tell me to try home remedies or fairness creams to lighten my skin tone. I would always hear comments about how I was pretty despite being dark, or how I was smart even though I could improve in the color department. This annoyed the 12-year-old me for two reasons: her pictures were taking up too much memory space on my old, slow phone, and my extended family would call and ask me what I was doing about my skin, as if their snide remarks weren’t enough to make me feel bad. She would send pictures of her daughter’s skin every week, turning a shade lighter each time. My aunt made it her mission to make her newborn fairer. That was the first time it hit me how important color was. Yes, that poor child whose skin pigment had not even fully developed. Therefore, I did not take them seriously.Ī while later, my niece was born and I watched my entire family gang up on the poor 3-day-old and point out the color of her skin. I knew that they did not intend to make fun of me or offend me, and it was all in good humor. In a way, all of my nicknames implied that I was darker. Even as a child, being the darker one compared to my brother, I was always made fun of.