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[BrandyFromTheFuture]

Who yew fooling girl?








"White perfect" 



And the colorism issues in India are not to be joked with, it's actually fascinating to me how these huge brands are selling this shit over there. Imagine Bey's L'oreal ad featuring a before/ after - dark/ light picture. All hell would break lose. And the crazy thing is that all the top Bollywood stars endorse this shit.

The international cosmetics brand L?oreal recently released a survey that stated that around 60 to 65% of Indian women regularly use fairness creams.

South Asians are obsessed with fairness and the prestige attached to having a certain shade of skin colour. Although this has changed in many urban communities as people become educated, it is still a widespread notion in rural and less developed areas. In arranged marriages, fairer brides are sought after while factors such as personal nature and education might be overlooked. The only reason for all this colour discrimination is the belief that fairer means more beautiful.

These ideas are deeply ingrained in the local culture and perhaps this obsession dates back to the colonial era when the British ruled the countries, creating this ?white equals superior? complex in South Asians. Even the beauties gracing the big screen in Bollywood productions reflect this discrimination against darker women as we hardly see darker actresses playing the lead roles. With the exception of a few, all the lead actresses are the fairer women that match the Indian model of a ?perfect? woman. These are the supposed ?role models? for the millions of girls in a country of dark skinned people, encouraging the use of these fairness creams as most Bollywood actresses, being fair-skinned, appear in advertisements for fairness creams.

The number of creams, lotions and potions available in South Asia that guarantee a fairer complexion are countless. While local brands such as ?Fair and Lovely? are amongst the best selling creams, international brands such as ?Olay? and ?Garnier? have identified the demand and released special fairness products just for the South Asian market.

And this isn?t limited to women. Men also face the same pressures, even though the discrimination amongst darker women is much more common. The famous Bollywood actor Shah Rukh Khan proudly promotes and features in advertisements for ?Fair and Handsome? for men. In a country where Bollywood stars are the role models for millions of youths, what message is this sending?


October 25, 2012

Fair Obsession
The international cosmetics brand L?oreal recently released a survey that stated that around 60 to 65% of Indian women regularly use fairness creams.

South Asians are obsessed with fairness and the prestige attached to having a certain shade of skin colour. Although this has changed in many urban communities as people become educated, it is still a widespread notion in rural and less developed areas. In arranged marriages, fairer brides are sought after while factors such as personal nature and education might be overlooked. The only reason for all this colour discrimination is the belief that fairer means more beautiful.

These ideas are deeply ingrained in the local culture and perhaps this obsession dates back to the colonial era when the British ruled the countries, creating this ?white equals superior? complex in South Asians. Even the beauties gracing the big screen in Bollywood productions reflect this discrimination against darker women as we hardly see darker actresses playing the lead roles. With the exception of a few, all the lead actresses are the fairer women that match the Indian model of a ?perfect? woman. These are the supposed ?role models? for the millions of girls in a country of dark skinned people, encouraging the use of these fairness creams as most Bollywood actresses, being fair-skinned, appear in advertisements for fairness creams.




Aishwarya Rai, who appears in Bollywood as well as Hollywood films, in an ad for L?oreal fairness range.
The number of creams, lotions and potions available in South Asia that guarantee a fairer complexion are countless. While local brands such as ?Fair and Lovely? are amongst the best selling creams, international brands such as ?Olay? and ?Garnier? have identified the demand and released special fairness products just for the South Asian market.

And this isn?t limited to women. Men also face the same pressures, even though the discrimination amongst darker women is much more common. The famous Bollywood actor Shah Rukh Khan proudly promotes and features in advertisements for ?Fair and Handsome? for men. In a country where Bollywood stars are the role models for millions of youths, what message is this sending?




Shah Rukh Khan appears in an ad for ?Fair and Handsome?


Its almost become a joke and even right now as I look through websites that condemn the use and advertisement of fairness creams, I am disgusted by the irony of the fact that advertisements for those same creams appear on these websites.

Marketers have tapped into the insecurities of the Indian women and magnified them and are feeding them the exaggerations of these insecurities for the benefit of their brands. These fairness ads feature young Indian women who cannot get the job of their dreams because, well, their skin colour and the magic of the fairness cream of course makes the girl more confident in herself as she becomes several shades lighter and scores the job of her dreams. Is this the reality that we want our youth to believe, that being fair is more important than your personality and your abilities as an individual?

In a country of dark skinned people, the obsession with fair skin has created a form of discrimination that is more than just skin deep.

Not only is the obsession with fair skin common in almost every non European country, it is almost an obsession that permeates many aspects of life in these places.

The African continent, Brazil and Jamaica. My next post will discuss the nature of the obsession with fair skin in these parts of the world.

[Stewie]

,mnmnmnn indians are nuts

[BrandyFromTheFuture]

and apparently the whole plot of the quantico show is stolen from a CNN documentary. they're filing a lawsuit.

s

[Miranda]

nnn I thought about making skin lightning products mainstream in Germany to make a coin. Many Middle Easternes want to pass for Spanish/Italian. And the Somalie/Eritreans/Sudanese/Ethiopians want to look more Arab. And the Desis want to look Persian. You can get rich.

[BrandyFromTheFuture]

Many Middle Easternes want to pass for Spanish/Italian.

who are these people? middle eastern>>>>>>>

[Cowgirl]

Not surprising. Indians are probably the worst with skin lightening tbh...

[BrandyFromTheFuture]

Many women who use these bleach cremes, claim they only do it to lighten their light facial hair. Gur u know damn well you could just cut off that womenstache, u want ta be WHITE!

[AIDS!]

Nah
It's Nigeria

[BrandyFromTheFuture]

death at the cremes coming with a performance measurement scale to see how white you get...
thats the kinda shit we do for TEETH whitening.

d

[Miranda]

I feel like it is fair game to change or alter your skin color if it did not affect your health and you could also reverse it. But these creams seem very risky.

[Miranda]

The people who bleach the most are by FARRRR Somalis and Sudanese people. The Muslims are crazy they buy that shit like it is nothing.

[Marilyn]

Her skin tone is way prettier in the before pic.

[AIDS!]

Nah it's the Nigerians
The Somalis and Sudanese don't even come close 

[Jon]

So? This is normal in our culture. lol

[Cowgirl]

Nah
It's Nigeria

Are you Nigerian?