Imagine a world where beauty standards are not based on the color of one’s skin or any other superficial characteristic, but rather on the quality of one’s character. Unfortunately, we don’t live in such a world yet. In fact, beauty standards are deeply rooted in our culture and reinforced by the media we consume. One such example is the Fair & Lovely advertising campaign, which has come under fire for reinforcing harmful cultural norms.
For those who may not be familiar, Fair & Lovely is a skin lightening cream marketed predominantly towards women in Asia and Africa. The advertising campaign which has been running for decades has routinely shown women with darker skin being marginalized and unhappy until they use the product to lighten their skin and then, subsequently achieve happiness and success. For decades, women have faced social pressures insisting that lighter skin tone is a must-have, and the brand Fair & Lovely has perpetuated this narrative.
The implications of this advertising campaign are huge. The idea that lighter skin is the key to success in life is deeply ingrained in the cultural psyche of societies where the product is available. Its messaging suggests that beauty is not skin deep, and only light-skinned women are respectable. Women in these societies are often put under severe pressure in the form of societal expectations and equate fair skin with success.
By continuously perpetuating these kinds of messages, Fair & Lovely advertising has instilled harmful cultural norms globally, creating an environment where the idea of beauty is based on physical attributes rather than talents, achievements or character. Women are made to think that their personalities, intelligence, and virtues are secondary to their skin tone. Such reinforcement of harmful ideologies can lead to low self-esteem, anxiety, depression, and severe physical and mental harm.
Moreover, the fairness cream industry is not regulated like other cosmetic products. Therefore, many users might not be aware of severe skin damage which can be caused due to the usage of such products.
This brings the conversation full circle. The Fair & Lovely advertising campaign may look like an isolated instance caused by one product. However, it is a symbol of something larger that is affecting our society. Beauty norms can have a deep impact on an individual’s life, and it is important to realize these implications.
In conclusion, it is essential to create awareness and attract attention to the fact that beauty standards are a problematic issue. It is high time that advertisements like those of Fair & Lovely that reinforce harmful cultural norms are reimagined and repositioned in a way that encourages diversity, inclusivity, and self-acceptance. Thus, we all need to understand the harm caused by these advertisements and take it as our responsibility to demand a shift in advertising that has positive effect on our society.
