'DARK IS BEAUTIFUL' CAMPAIGN MAKING REAL CHANGES?
After coming across a recent article which highlights how the skin lightening industry has seen a profit decline in the past year I thought "FINALLY WE ARE MAKING PROGRESS!"
When we visited India earlier this year, we couldn’t stop ourselves being outraged at the sheer amount of skin lightening products that line the shelves. But we also realised that many people act in innocence (or ignorance) to what they’re doing to themselves by trying to become lighter. As ‘Dark is Beautiful’ campaign founder Nandita Das aptly summarises,
"It is actually a vicious circle — the fashion and beauty industries are catering to the ‘dark skin complex’, and in fact, creating a complex so they can cash in on it. The media is creating a furore about the attractiveness of white or fair skin, luring the dark-skinned individual into buying a product that will put them in the ‘attractive’ slot. So it would not be wrong to say that the industry and media are working hand-in-glove in victimising the customer, who is nothing more than a consumer to them."
In this way, being lighter is and has been seen as synonymous with ‘more attractive/successful/beautiful/valued/desirable.’
It’s encouraging that there is some evidence to suggest that things are changing. We hope to live to see the day that Fair & Lovely is taken off the shelves!
Follow the ‘Dark is Beautiful’ campaign here and on Facebook.