“Unbeatable fairness-see the results in just 7 days.” The jingle of a certain fairness cream, which I am sure you might have guessed, played before the video on Youtube – ‘How to get self-tanned correctly’. Do you see the irony?
Fairness has always been a subject of beauty and social status, especially for Indians. If you are an owner of a dark skin, you might be confused as poor or ugly, no matter how beautiful features you own. Whereas, in the western part of the world, people make efforts to get tanned and fall in love with it. So, the question here is, why can’t Indians love and live with what they have already been blessed? Why do they have to be so obsessed about fairness?
The origin of this obsession lies back in the roots of history, in the era of Shakespeare. If you read his creations, you will find an obvious inclination towards the women with fair skin. He equated ‘Fair’ with ‘Beauty’. And right from that period, fair skin has become a fascination. The advertising of skin whitening products has encouraged it. And the most pathetic version of this obsession came when a certain intimate cream emphasised on whitening those areas of a female body. This is plain annoying, to say the least. Continue reading