Skin whitening creams are nothing new; in cultures where lighter skin is seen as an asset, they’re commonplace. However, Vaseline’s positive promotion of this concept doesn’t sit well with me. They’ve launched a software programme to allow Facebook users – targeted primarily in India – to make themselves appear more light skinned than they really are. I don’t think I need to spell out how wrong this is on so many levels, but for a global brand to endorse the ‘whiter the better’ policy is nothing short of revolting. It sets campaigns for racial injustice back years. Vaseline, who produce Healthy White Body Lotion, is heavily marketed as a ‘caring’ brand, but sorry, suggesting that anyone looks more attractive ‘whiter’ is not the kind of message they should be sending out – in my view.
I’m reluctant to single out Vaseline though because its that kind of corporate mal-thinking that keeps the beauty world turning. Find something that men and women feel vulnerable about – think lines, wrinkles, pigmentation, thin hair, veins, open pores – highlight that these are not desirable or beautiful, claim a cure or a way to minimise these ‘flaws’, and watch the money roll in.
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13 comments
That’s gross.
I’m quite surprised at Vaseline marketing something like this, then again they’re a massive worldwide company so not exactly in it for puppies and rainbows.
Sigh.
this is a product I had never considered existed, but now you mention it, I’m not surprised.
Is this so different from tanning products however, which also promote a different skin colour… not sure what I think just yet, but something to consider.
It maddens me, but think how much money people make to try and look darker. It’s quite a shocking idea, and I doubt this can go on shelves without a fuss. But really, the aisles in beauty shops are filled with things to make our culture look darker, because that’s what most people want. I think that’s wrong too.
It is a really difficult topic I think because I suppose in essence it’s very similar to western cultures believing tanned skin to be indicative of beauty. We risk skin cancer and slather on tons of biscuit smelling lotions to try and darken our skin because we’ve been told/we believe that browner skin is more beautiful.
Whereas it’s the other way round in many Eastern countries where whiter skin represents beauty. I think this has a lot to do historically with wealth and status. In the East where it’s much sunnier, those who work outdoors all day – the working class – have darker skin. whereas those who can afford to avoid the sun are whiter.
Anyway, I do personally agree with you completely and think that the ‘whiter is better’ message on that Facebook page is a hideous message to be promoting. However, it’s important I think to understand that this is a response to the historical cultural beliefs in those countries which dictate standards of beauty different to our own. We should also consider why we’re so obsessed with tanning over here. Is it also to do with wealth? i.e. bronzed skin suggests we’ve just returned from a luxury beach holiday in the Caribbean?
This is really rather awful. I know tonnes of companies sell these creams (although lots sell them as more of a ‘brightening’ formula designed to correct uneven skin tones) and it’s a suspect area anyway but to actually have an application to show people their skin lighter is just… a bit disturning. Like you said beauty companies are constantly trying to make people feel bad about themselves so as to sell more products but i think there’s a huge difference between telling people they would look better with unblocked, clear, soter skin and implying they’d look better with a lighter, whiter skintone.
Oh and to me i can see a difference between tannining and whitening. White people who tan are not trying to look ‘blacker’, they generally see a tan as a sign of being healthy, fit and outdoorsy, like a beach babe. And while it can have dodgy areas like people risking getting skin cancer i personally do not see anything morally dubious. However (from what i have heard, i am white and don’t know much about it but have seen documentaries and things) the whitening skin products marketed to Indian people seem to be actually trying to say that the lighter and more ‘caucasion’ your skin looks the more beautiful you are. Again i may be wrong though.
I prefer the description “brightening” or “glowing”… but I suppose “whitening” is just their opposite of “tanning” right? Because there isn’t really another word I could think of other than whitening or brightening… “whitening” is used to describe many skincare products in asia, but mainly to reduce the appearance of their yellow undertone rather than to wanting to appear snow white.
I’d like to chip in with my opinion as a Korean beauty enthusiast. I’m ethnically Korean (both my parents are Korean) but have grown up in the UK and absorbed British/Western images and messages of beauty. However I’ve been living in Korea for the past couple of years too and so have a perspective from two very different opposing cultures. It might be naiive to say this (but hear me out…) over here in Korea, the preference for clearer whiter skin does not carry political racial overtones. I would broadly compare it to the huge market and preference for self-tanning and bronzers in the West. Whitening products in Korea are NOT for lightening skin but for a glowy “lit from within” look. Think MAC Strobe cream rather than white-out. None of the products (legal anyway) contain hydroquonine or any chemical that would actually bleach or lighten skin as it’s not allowed.
At first when I came over here I was a little offended at all the whitening culture that seemed to be going on here. As a darker toned asian woman by Korean standards (MAC NC35) I’ve always been completely satisfied with my skintone and use neither bronzers, self-tanners or whitening products. There have been times though when I’ve caught sight of myself in a mirror during the day and thought “Wow, you skin looks sallow/muddy/dull” and have hopped on the brightening/glwoing skincare products wagon with success since being in Korea. In England I used to have the problem of always being matched too dark for foundation colours… and here in Korea they always match me too pale!
Within modern Korean society, darker skinned people are not victimised or treated more poorly. I’m not considered less attractive than my paler skinned cousins and there are darker skinned asian models and celebrities such as Lee Hyori. Pesonally, I’m not offended by the Vaseline app but I recognise that the issues surrounding this in the Indian market might be very different to those in Korean society. Wow, this is turning into an essay… I’ll address this myself in my own space in the near future rather than clogging up anymore of your blog!
It surprises me that Vaseline, a massive global brand, signed off this app! It seems like they seriously misjudged the controversy it might cause if “the West” ever caught wind of it.
However, the product itself doesn’t surprise me. When you flick through any glossy Chinese or Japanese magazine, almost every ad is for a whitening product or brand and no-one kicks up a fuss.
I don’t see a problem with this?
We have countless fake tanners and products to make your skin darker so why not lighter?
No one is forcing the people to buy it…so I don’t see the point in your racial argument. The ‘whiter is better’ theory is ridiculous in my opinion. Did you say ‘darker is better’ when they brought out fake tan?
They’re giving people a choice…this product will be very appealing to some people.
In this day in age, we are able to change the colour of hair, nails, teeth, eyes….why not our skin?
To which ever commenter mentioned Lee Hyori – I. Love. KPop.
Just thought I’d share. Anyway, where I come from in Nigeria there is a sizeable (not huge, but sizeable) market in skin lighteners. Same amongst some African Americans. I’m going to say it’s different from tanning because of this – being tanned doesn’t affect your prospects of getting a job. When society (and friends, family etc.) give you the message that no man will marry you unless you have light skin then there’s a serious problem. And it’s definitely at least something to do with western beauty standards being exported to former colonialist countries (for example, when Vogue India debuted, they had Jessica Stam – blonde hair, pale skin, blue eyes – on the cover, flanked by two Indian models. On the Turkish cover of Vogue, it was just her, solo) the message is pretty clear – to be beautiful is to have white/light skin.
I think everyone should be happy with what God gave us with, we are too concerned with what’s not right with us!
On the same article:
How is whitening of the body/face any different to those of paler complexions tanning themselves? its the same principle in effect. No one seems to make an issue to say ‘oh your making yourself browner’ ‘you seem to be insecure with your race’. It’s the same exact principle IMO.
I don’t agree with making yourself lighter OR darker.
I know this post is a couple of years old but i had to make a comment on it
Sadly when i have been through asia and places like Malaysia and Singapore these type of products are common place (more so in Malaysia than singapore)
it’s wrong yet this is what the beauty world does puts undue pressure on people to conform to a type of image… and you wonder why we have anorexia/bulimia on the increase