Fairness cream business is the booming business in India that is largely governed by various factors.
Does Fairness Cream Really Works?
The fairness creams block sun rays and prevent secretion of Melanin, which gives the dark colour to the skin. So in effect fairness cream reduces tan, prevent the skin from getting darker by preventing melanin secretion; but fairness creams cannot change a person’s natural skin color
Some of the cons and ethical issues related to advertising Fairness Cream is given below-
- Our typical orthodox cultural mindset and our obsession to have fair skin regardless of our natural skin colour by birth. This obsession has seeded because of the insecure society in our minds.
- False marketing gimmick that promises whitening skin in 14 or even less days.
- Branding promotion done by film stars who never uses the same cream in their life for onscreen glow but still ignore their responsibility towards public for endorsement money.
- Fairness cream product exploits the very basic sentiment of Indian society where being fair is directly proportional to being beautiful and Fair girls will have higher chances of getting married. According to the ads, success in career along with public attention for both men and women depend on fair complexion.
- These fairness products provides false claims to the consumer and make the people believe that they can change their skin tone or provide “skin lighting” by mere use of some chemical ingredients.
- In addition, Fairness cream marketing ads show darker skinned people as unhappy, depressed, or unsuccessful in their carrier or job. which is setting up a very wrong notion in front of our children and youth. Sometime, these product associates skin colour with some particular socio-economic class, ethnicity or community.
- These products have started their movement to next level by having a sub category targeted specifically for men. These ads usually show that men too have secret desire to be fair skinned, a desire that they cannot express but the advertiser know.
- In addition, the advertised fairness cream appears as the cure of all problems to take away the boy/girl from failure, loneliness, and depression.
- Undoubtedly, It is unethical to portray a constructed notion as common sense, to pose the normative as normal.
There is no Pros of advertising Fairness cream in my opinion. Skin cream that helps to keep skin healthy, removes aging effects and Sun screen are acceptable with correct advertising message. The fairness cream particularly are not doing any good to the consumer and only adding to the insecurities in our mind.
From my personal experience, I can justify that how fairness creams changed my life horribly. I was born with a medium toned skin. I was quite happy with my complexion. When I was in class IX, I saw that one of my neighbors applies a specific cream and they used to look very fair.
It intrigued my teenage mind and I asked them one day about it. I went on and bought the cream immediately. I would call it an ointment rather. It was Betnovate C. Yes! It is medicine. I started applying that regularly day and night. After a few weeks, I became fair 😀
I was really happy. After another few weeks, I found that whenever I step outside in the daytime, my skin gives me a burning sensation. So, I stopped using it in the daytime. Instead I continued the routine at night.
After a smooth one year, and after getting loads of compliments on my skin, the original thing started. Suddenly I found unwanted new hairs on my face. My mom thought it was because of a hormonal issue. I suspected something.
At that time, I was not aware of Google. So, I went ahead to our family doctor. When he saw the cream, he almost felt choked. He told me that Betnovate C has a high level of Steroid hormone which is very very very harmful. It damages skin from inside gradually.
I immediately stopped using it but the fairness ghost already took a toll on my skin. I was able to heal it properly but it took me nearly 1.5 years. Unfortunately, I could not solve the unwanted hair issue :(.
I still regret doing so. So, please I would request you that do not think of these things. Anything that says insta-fairness or fairness, just stay 100 Km away from them. Celebrate humanity. Our beauty lies in our personality and way of thinking.
Hence, we can conclude that companies need to advertise responsibly with fairness cream products. The idea of using the Indian consumer’s insecurity and belief for their business advantage is unethical. This will be harmful for our upcoming generation who will be fighting with challenges related to discrimination regarding skin colours.