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On September 5, 2007 it was reported that a
new fairness cream for men by a leading pharmaceutical company,
endorsed by a renowned beauty specialist, would be hitting the
local stores shortly. The launch would take the number of men's
fairness cream brands in the Indian consumer market to half a
dozen.
Most Indians, as also South Asians, have for long desired a fair
complexion and their quest to shed the darker tone had prompted
many Fast Moving Consumer Goods (FMCG)
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behemoths to venture into the business of
manufacturing and marketing skin-lightening products, such as fairness
creams, lotions, cold creams, and soaps.
In particular, fairness creams have been very popular
and many FMCG companies have come out with their own brands. For
instance, as of 2007, Hindustan Unilever Ltd. (HUL) had a range of
products under the brand name ‘Fair & Lovely'.
Other notable brands
included Cavincare Ltd.'s ‘Fairever', Godrej Group's ‘Fairglow', Elder
Group's ‘FairOne' and Emami Group's ‘Gold Turmeric' and 'Naturally
Fair'. In addition to this, many global cosmetic brands had also begun
offering skin-lightening products in the Indian market.
According to industry experts, as of 2007, the emerging skin-lightening
products industry in India was worth US$318 million, and was growing at
a fast rate, especially in the male-grooming sector. Skin-lightening
products accounted for almost 40 percent of the Indian cosmetics
industry.
The growing awareness among men to look good and results of
marketing research by the industry suggesting that 75 percent men were
using fairness creams made for women prompted FMCG companies to
manufacture separate fairness products to cater to the needs of both
genders.
The industry had used light-skinned models and even celebrities to
endorse their fairness products, leading to a boost in the demand for
skin-lightening products among the target audience.
According to
analysts, striking ads in the mass media featuring celebrities, beauty
specialists and dermatologists endorsing these products had helped
increase the sales of skin-lightening products.
The marketing of fairness products had always been a controversial
issue. Professional dermatologists have been skeptical about the
effectiveness of these creams. According to them, these creams were only
partly effective and merely act as sun-blocking agents, helping in
preventing the skin from getting tanned.
Moreover, controlled studies on
the efficacy and safety of fairness creams were lacking. But critics
have been more concerned with the socio-psychological effects of these
products.
Psychologists have observed that in the Indian context, fairness is
associated with power, superiority, and influence, and hence Indians
prefer lighter skin. The introduction of fairness products in India has
only reinforced age-old prejudices that equate fair skin with good
looks.
This emphasis on a light skin color and its importance in the
marriage market is evident from the matrimonial columns of newspapers
and matrimonial web sites.
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