Turnabout’s fair play: Now the Indian cosmetics industry is targeting mattar-sexuals with a skin lightener for men.

The advert for the male cream shows a dark-skinned college boy relegated to the back seat and ignored by the girls until he uses the product. Soon enough, his complexion lightens and girls flock to him like moths to a flame…

Until now, skin-lightening creams have been aimed almost exclusively at women. This is the first launched nationally for men… Called Fair and Handsome, the advertisement for the product gives the message: be fair or remain in dark oblivion…

“A look at the matrimonial section… there’s not one guy who admits to being dark and attractive, they just say we are wheatish and fair. So there is just not one dark-skinned person in this country, they are all rolling wheat fields of masculinity.” [Link]

Naomi Wolf penned an interesting polemic on this subject in The Beauty Myth. She says many cosmetics companies fund women’s mags which are largely designed to make girls feel insecure about their looks. The industry appropriates the sheen of science (white lab coats in department stores, medicalized vocabulary like ‘invisible damage to your skin’) when many of them are really peddling snake oil. The more successful they are at creating a culture of hypochondria and medicalized insecurity, the more product they move.

Many industries besides cosmetics use fear in advertising. However, it’s far more damaging when it hits women’s self-confidence instead of something more neutral like their feelings about, say, consumer appliances.

In India, there’s a big class divide between those tanned from being out in the sun all day vs. those who work indoors. That’s in addition to the obvious association between caste and intrinsic skin shade.

In contrast, in the U.S., tan once again became a wealth marker after agriculture was mechanized. And dark skin has historically been associated with masculinity in the U.S. because of the eroticization of African slaves.

Besides, why mess with the perfection of a fellow mutineer?

‘Ladies, allow me to introduce myself’

Related posts: Bollywood delusions; Fair = Lovely and Bitiya meri gori gori by Vikrum Sequeira