Are More Men Bleaching Their Skin?
Evidence #3: Fair & Handsome Product
India advertized a 40-second commercial about a new skin-bleaching cream catering to men. The product, “Fair and Handsome” for men was a major profit in Europe and Asia for its wide appeal in bleaching darker skin tones. But the campaigners saw it as a ploy for racial prejudice.
Kiran Kaur, a human rights activist in London in west London commented on the Fair and Handsome product:
“The ad simply reinforces the idea that you’ve got to be fair to be anything in life,” says Kiran. “It says that if you’re fair and good looking, you’ll be a wonderful daughter-in-law or husband, your skin colour determines how successful you’ll be in life. The ad reinforces age-old prejudices.”
Source: news.bbc.co.uk
As a footnote, the skin-lightening industry is worth an estimated $100 million in India.
