An Indian TV advertisement for a skin-whitening shower gel has sparked controversy for suggesting that a fairer vagina is more attractive to men.
The ad for Clean & Dry Intimate Wash, shows a young Indian woman seemingly being ignored by her boyfriend. An animation shows a woman in the shower using the product, which produces a “brightening” effect around her genital area. Cut to the same girl now romping playfully with a much-more-interested boyfriend.
Described as ‘unique’, the product is apparently designed to keep the skin ‘fresh and protected from infection all day’ with the added bonus that it will ‘brighten darkened skin in that area…making it many shades fairer.’ – according to Mail Online.
The ad sparked a backlash online. The Wall Street Journal published a scathing opinion piece by Rupa Subramanya, who labelled the concept of genital whitening “the ultimate insult.”
@RupaSubramanyarupa subramanya
ok this is the ultimate insult. Skin whitening for your vagina. (H/T @nandiniv ) http://t.co/sKh5V1FC
Deepanjana Pal added in Mumbai Boss “My vagina isn’t happy about what’s been happening recently in Indian media.”
Blogger Sharell added: “No doubt this latest product will heighten women’s insecurities about their color.”
Skin whitening creams are big business in India, where the country’s caste social system associates darker skin with members of lower strata of society.
TV ads for skin lightening creams have been running for many years, presenting an image that having lighter skin will help users get ahead in the world of work, and make them more attractive to the opposite sex.
An Indian women’s rights activist told NPR that women are so concerned about pigmentation that during pregnancy they will eat saffron and powdered gold in the belief that this will make their babies lighter.
Skin whitening products however, have long been associated with health risks. Prolonged use of some products can thin the skin, in extreme cases leaving it so sensitive that a light touch can bruise it.
Skin lightening can also have uneven results, with some areas of the skin becoming lighter than the others.
http://www.huffingtonpost.com/2012/06/07/vagina-brightening-indian-tv-ad_n_1577555.html
I must say that the way Indians feel about Black people, I don’t care if sell eye whitening cream and they all go blind.