I know I’m plowing a slightly old furrow here (Manish blogged about this product when it launched back in ‘05), but in light of the Guardian commentary today by Sarita Malik that Red Snapper posted on the news tab, and the latest round of skin-ism and politics-of-appearance debates on the comment threads, I thought it might be useful to reproduce the scientific chart to the right. It’s an analysis by Emami Ltd., the makers of “Fair and Handsome” skin lightening creme for men.
The product website is a gold mine of manipulation, insecurity generation, and odd Indian advertising lingo, complete with a list of “free sample receivers” and “hey gals! give your opinion also” exhortations. It’s also, obviously, testimonial that at least in Desh, skin-ism is still in deep effect.
We all know intutively that the phenomenon extends to the diaspora, but how much, and with what consequences, is a matter of (endless) discussion. I have to say that although I found Malik’s commentary well written and to the point, she offered little concrete evidence of skin color discrimination among desis in the UK, and she undermined her piece by referring to Fair and Handsome as a Hindustan Lever (makers of Fair & Lovely) product, which it isn’t.




