Skin lightening products, including by Nivea and Vaseline, target women through magazines filled with images of fair-skinned Asian pop icons. The campaigns say, “Show off your aura” and “Get to know the miracle of white skin”.
The Guardian has reported that the skin-lightening industry in Asia-Pacific is expected to reach $2 billion this year, with China and India being the leading growth markets. Health risks include permanent skin discolouration and kidney damage.
Recently, an advertising campaign for a vaginal wash has caused anger amongst feminists in India. The product claims to whiten women’s vaginas and make them more attractive to men. These types of products have adverse bodily effects.
They also represent a broader social problem, where whiteness is linked to wealth, physical and moral superiority thereby sustaining colonial relations.
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