Factors Promoting Colorism

The advertising agency and social media both have a significant role in promoting colorism. People are well aware that they prefer a lighter skin tone to a darker one, and they will go to any length to reduce the tone of their skin color via artificial techniques

The advertising agency and social media both have a significant role in promoting colorism. People are well aware that they prefer a lighter skin tone to a darker one, and they will go to any length to reduce the tone of their skin color via artificial techniques. People are prone to mimicking their role models on social media, and hence are desperate to appear fair. There is a slew of cosmetic businesses and skin-lightening industries that have sprung up to meet the demands of their customers. Hindustan Unilever introduced the "Fair and Lovely" cream in 1975. This brand made a significant contribution to colorism theory.It has become an unavoidable necessity in the lives of young women. The father of the child was represented in the advertising as being dissatisfied by her dark skin color and wishing he had a son. The mother then gives the girl the well-known cream that would brighten her skin tone. As a result, the girl's skin tone gradually changed from dark to fair. This made her father proud, and she went on to have a prosperous life. It was a skin-lightening cream, so it drew a lot of attention. Similarly, Emami launched the "Fair and Handsome" cream in 2005, with Shahrukh Khan as the brand spokesman.

https://www.aljazeera.com/opinions/2018/9/10/colour-me-right-its-time-to-end-colourism-in-india