Skin whitening isn’t an alien concept in a country that continues to be preoccupied with fairer skin tones. The preening advertisements glorify fair skin with superlative qualities, only cause the deep-rooted insecurities and fears to snowball in our currently susceptible societal construct. We recently listed out a fair few brands that have taken on their role of responsibility while reflecting society with impunity, choosing to challenge regressive norms rather than feed into them. Unfortunately, we had to admit that they weren’t exactly in the majority.
Today, we list down some of the worst advertisements that reflect some of the most deplorable and misleading ideas about beauty being only as deep as the colour (or lack thereof) of our skin. However, the problem cannot just be limited to the corporates and brands that choose to propagate the ridiculous mind set in society, it’s just as vital to call out the major faces - supposed role models who wield unlimited influence over our star-obsessed youth no less - who agree to endorse these ideologies for money they could make a 100 other ways.
I. CLEAN AND DRY - Intimate Vagina Bleaching
Just when you thought those dreadful skin-lightening ads drew the line at underarms and facial complexions, this awful vagina-bleaching ad goes to show that these companies will tap into any inkling of self-doubt to sell products. The ad for Clean & Dry Intimate Wash shows a young Indian woman seemingly being ignored by her boyfriend, who then after using the product in the shower, is capering playfully with a much more interested lover.
Described as ‘unique’ the product is apparently designed to keep the skin ‘fresh and protected from infection all day’ with the added bonus that it will ‘brighten darkened skin in that area ... making it many shades fairer,’ according to Mail Online.
Thankfully, the ad did receive wide backlash online though we can’t be sure it affected the brand’s sales at all. The Wall Street Journal published a scathing opinion piece by Rupa Subramanya on the same, who labelled the concept of genital whitening “the ultimate insult.”
II. FAIR AND HANDSOME featuring Shah Rukh Khan
Not only does this ad use a luminary like Shah Rukh Khan to endorse fairness as a prerequisite to “feeling handsome,” but also layers it with the attribute of success. In the new Fair and Handsome ad, Shah Rukh, who quite clearly seems to be trading up his role model status for a few more crores to stack upon the hundreds that are already sitting in the bank, is seen giving advice to a young boy- who is gawking at him in reverence - telling him he can be just like him as long as he uses Fair and Handsome. As predicted, the boy uses the cream and is overawed with his newfound success with women and boosted self-image. Fair skin is a prerequisite for success.
III. GARNIER MEN POWER LIGHT featuring John Abraham
What’s the worst thing that could happen to you after going outdoors? Well, according to John Abraham, it’s getting tanned. This advertisement etches a message that it’s all fun and games until you find yourself with uneven skin tone- and then it’s just not fun anymore. The testimonial ends with the actor walking into the sun without a shirt on (as one obviously does upon discovering such a product) seeming quite content with his skin colour and self worth. The only good thing we can think about these last 2 ads we’ve listed that is at least it’s eliminated the gender bias of these products!
IV. PONDS WHITE BEAUTY FACIAL FOAM
As much as the people behind it may want to believe that this is subtle advertising with its understated chess game, it really isn’t when you have the protagonist knock off the black pawns with her white ones, which is followed by a voiceover that says “time to defeat the dark.” No really, we’re almost tempted to slow clap for the sheer subtlety of it all. It is pretty obvious what the ad is hinting at; it reinstates the rooted notion about skin colour, shunning dark skin as unacceptable with its slogan “Dark out White in.”
V. PONDS WHITE BEAUTY EPISODES starring Priyanka Chopra, Saif Ali Khan and Neha Dhupia
This dramatic ad is stretched over four episodes, creating a story arch that revolves around a woman and her quest for validation - that is finally appeased after using the Ponds White Beauty cream. Priyanka Chopra is haunted by the fact that Saif Ali Khan leaves her for Neha Dhupia. Motivated to make him painfully aware of what he lost, she uses the cream that makes her visibly fairer, and is successful in getting his attention. Not only does the ad promote the fact that you need attention from a male to validate your worth, it promotes the fact that that same attention is rooted in fairness, all endorsed by the biggest names in our film industry no less.
VI. Vaseline Men feat. Shahid Kapoor
“Shahid Kapoor fits in because consumers associate with him the hard work that he puts into his performances. He really embodies the pursuit of perfection,” said Unilever’s brand manager whilst preparing the world for Shahid Kapoor’s takeover as the brand ambassador of Vaseline Men’s Skin Care Segment. Apparently the ‘Be Prepared’ tagline of the entire campaign also referred to being prepared for being shunned for your skin colour if it wasn’t the appropriate shade of white. We can’t say we expected too much from Shahid Kapoor, who seems easily swayed enough in his career choices and what not, but he certainly isn’t so starved for fame or money that he couldn’t resist the lure of this particular endorsement.
VII. Neutrogena Fine Fairness feat. Deepika Padukone
It’s tragic enough when celebrities of fairer skin tones reiterate their supposed superiority by endorsing skin whitening creams, but when an actress who’s all the more beautiful for her bronzed skin fall prey to the same bait, it’s time to start questioning our societal construct to the point of destruction. One of Bollywood’s newer ‘indie’ entrants, Monica Dogra, was one of the first to call the actress out on it via social media. Padukone’s affiliation with Neutrogena (another personal favourite until this particular stunt in the Indian market) was the final nail in the coffin for us, especially as she is the most recent to join the bandwagon. As one of the younger entrants into Bollywood, she has more than enough power to sway societal misconceptions simply by making her allegiances more progressive and it’s this that makes this Ad particularly tragic.
VIII. Garnier Skin Lightening Feat. Esha Deol
Not entirely sure what Garnier was trying to pull with this but considering the brand managed to steer clear of the skin whitening plague longer than most, we have a feeling that their guilty conscience got the better of them. Or not. Instead of focussing on just the fairness inducing properties of their new cream alone, the brand went on to put down other such products (thereby asserting just how ordinarily audiences view these products as now) by claiming they leave too much of a ‘shine.’ Thus swoops in Garnier Light, superhero of fairness creams, promising to leave Esha Deol (and us) both fairer and ‘shine free.’ Yes, that certainly changed the whole game. As for Esha Deol, the ad speaks for itself.
Conclusion: It’s important to note that the forceful marketing of the pioneer brands in this ‘skin whitening’ space led to such a huge market domination that even brands that weren’t inclined towards the same have variants of such products within their own lines now. Case in point, Garnier, Ponds & Neutrogena. At the rate we’re going, if someone doesn’t take a stand on the issue soon enough, we’ll be left with a bleached nation who’s lost its way.
Honourable Mentions: Many celebrities in the entertainment field such as Frieda Pinto, Monica Dogra & Kangana Ranaut have stood strong in their stance against endorsing such products (though likely to be costing them big bucks) and we couldn’t respect these actors more for their commitment towards a progressive society for India. A society where beauty is not rooted in the colour of your skin.
[Disclaimer: The author is a brown-skinned bitch.]