Fashion + Beauty

Monday, December 14, 2009

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Is white skin more "beautiful?"




These kinds of beauty news stories really bum me out: A Bollywood-style advertisement for a skin-lightening product called "White Beauty" (subtle!) in India features two women and one dashing dude, who is torn between a dark-skinned woman and one with a paler complexion. Guess who gets the guy?

The "whitening" market in India is similar to the one in Japan, where a pale complexion is considered by some to be a valuable asset, teaching millions of women to feel ashamed of their natural skin color. One Indian feminist speculates:
"It is strange. There is such a premium placed on pale skin," said Urvashi Butalia, a historian and director of Kali for Women, India's first feminist publishing house. "I am not sure where it comes from. It may have something to do with India's history of being colonised by various people and that there is a hangover of the idea that Aryan people are superior and Dravidian people--those who were already here--are inferior." --The Independent
When it comes to many beauty ideals, the grass is always greener, so to speak. It seems a part of human nature to desire what we don't have: straight hair when ours is naturally curly; long, thin legs when we are petite; and so on. But when it comes to altering the color of one's skin, when does aesthetic become racism?

Hate to be left on such a suspenseful note? Here's the five-part saga in full, featuring Thai actors Benjawan Ardner and Wittaya Vasukornpaisan.

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Comments 11-20 of 191
  • Kamiesha's Avatar
    Posted by Kamiesha Fri Jul 11, 2008 2:53am PDT

    Wow!? Regardless of what the "premise" of the commercial was, what it brings across is "lighter is better". But, I agree with some of the other comments, if there wasn't a demand for it, it wouldn't be here.

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  • KNEE DEEP's Avatar
    Posted by KNEE DEEP Fri Jul 11, 2008 3:03am PDT

    JUST SO YOU KNOW MICHAEL JACKSON HAS A SKIN DISEASE TURNING HIS SKIN WHITE BECAUSE OF LOSS OF PIGMENT. IF WHITE IS SO GREAT WHY DO WHITE WOMEN WANT TANS? SOME BODY EXPLAIN THAT TO ME PLEASE. BY THE WAY THERE IS ONLY ONE RACE ......HUMAN...BUT THERE ARE DIFFERENT NATIONALITIES.

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  • balla's Avatar
    Posted by balla Fri Jul 11, 2008 3:53am PDT

    dark skin is beautiful. but if is too dark is not. so i hope u all understand what am saying.

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  • Evercurious's Avatar
    Posted by Evercurious Fri Jul 11, 2008 4:04am PDT

    I believe that what is really wrong with this add is the content, not necesserily the product. If a tanning lotion add showed a girl left by her Beaux and driven to use any product to alter her appearance that came naturally (maybe the guy was into dark hair and she was a natural blonde) in hopes to get the guy back, it would be just as deminishing to the woman's image.

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  • KL's Avatar
    Posted by KL Fri Jul 11, 2008 6:06am PDT

    And then all the pale white people like me spend hours and $$$.......................trying to get a dark tan.

    Go figure.

    I think you always want something your not.

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  • Kitten's Avatar
    Posted by Kitten Fri Jul 11, 2008 6:21am PDT

    This ad is so incredibly sad. As for the debate about lighter being better or why people tan; there are no winners in that one. If you have dark knees from sports (I do) I can understand using this product. Otherwise, it's just sad.

    If you want to get a tan, go for it. I don't care. Just don't walk up to a naturally tanned person, hold out your arm and shout, "Look, I'm as dark as you are." That's just inappropriate.

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  • Disgruntled's Avatar
    Posted by Disgruntled Fri Jul 11, 2008 7:04am PDT

    I've always thought that Indian women had the most beautiful skin. I can't imagine someone as gorgeous as the woman in the ad wanting boring white skin like mine. It's ridiculous that in order to be considered beautiful to a man, women are expected to go to ridiculous extremes like lightening their skin. This ad manages to be both sexist and racist at the same time.

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  • Geo wife lady's Avatar
    Posted by Geo wife lady Fri Jul 11, 2008 7:18am PDT

    well I'm white as freek, maybe i should move to india, because i feel that amaricans have to opposite problem, we all have to get tanned and we have to embrace the darker skin tones. I grew up with hispanic friends who always talked about not being dark enough. and that last time i wore shorts in the summer i had a black lady ask me why my legs where so white, in a tone of voice that implyed that white was bad or that because i had white legs i was somehow "diseased"

    so i think the shaming a group of people into thinking they arent good enough in universal in the advertising world.

    I totally agree with the post by dudette...

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  • Mysterious Gryphon's Avatar
    Posted by Mysterious Gryphon Fri Jul 11, 2008 7:22am PDT

    Five hundred years ago, the wealthy women of Renaissance Italy wore specially-designed hats with ludicrously wide brims and no crown, so that they could spread their lemon-soaked hair out in the sun to be lightened while still protecting their delicate, fair complexions.

    The ideal of their day, as it was up until about sixty years ago, was to be as fair-skinned and fair-haired as possible, with blue eyes for an exotic touch. Nowadays, we have a wider conception of beauty, but as a direct result of that shift, women who do naturally conform to that old ideal are themselves marginalized.

    A fair-skinned woman is often told that she looks pale (read: unhealthy) and should consider the latest self-tanning product (or worse, a day at the tanning beds or beach). Woman are no longer told how lovely their blonde locks are, and are never allowed to indulge in the fantasy that "gentlemen prefer blondes" because this philosophy is so exclusive to natural brunettes, redheads, and women of other ethnicities besides Caucasian.

    Those same Renaissance women were presented with images like Boticelli's Venus as the ideal shape for the female body. It has been determined that that Venus (and many paintings and scuptures of the goddess and others from before 1900) would be 5'5" and 160lbs if she were a real woman. Yet today a woman who fits those proportions is called fat and encouraged to slim down in order to more closely resemble the anorexic likes of Keira Knightley and Renee Zellweger.

    I recently excited some contraversy on the debate over "boobs" by suggesting that there should be a greater variety of beautiful, sexy brassiers for women who are natually amply endowed. While I am sorry to hurt a smaller-chested woman's feelings, I still maintain that it is unfair that women to whom God has given beautiful, full breasts should have nothing pretty to put them in, while small-breasted women have every option for concealing their flatness.

    On one hand, I respect the current trend toward celebrating beauty in all of its forms; certainly there are beautiful women with dark skin, light skin, red hair, yellow hair, purple hair, curly hair, straight hair, tall and short, large and small. Yet when we tell women who fit into the traditional standard that they are obsolete, all we are doing is turning the old stereotypes against her - and this is unfair.

    After all, we still venerate Marilyn Monroe.

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  • Just Nancy's Avatar
    Posted by Just Nancy Fri Jul 11, 2008 7:54am PDT

    Personally, I envy the darker skinned beauties. And shame on me for saying this, but white "fat" looks a lot worse, than dark "fat".

    Shalom....

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