. Das has also brought international recognition along with celebrity support to the cause which seeks to shed light on an issue she says has been hiding in plain sight for too long. “It’s very difficult to challenge a mindset that is entrenched in all spheres of South Asian society: art, history, mythology, pop culture, matrimonial and cosmetic ads, magazines and television,” she sighs.
Skin lightening companies use the lure of fair-skinned Indian stars to get customers to buy the products they advertise. In this sense, Das believes that Indian cinema perpetuates the dark skin complex – and is why the Indian film industry bears a responsibility, both individually and collectively. “What we put out impacts millions. The onus is on every one of us to decide what we want to do with our influence and privilege.
On 19 June, Johnson & Johnson announced it would no longer distribute two lines of skin-lightening products popular in Asia: the Neutrogena Fine Fairness line, sold only in Asia and the Middle East, and the Clean & Clear Fairness line, sold only in India.
Meanwhile, Indian stars such as Kangana Ranaut and Abhay Deol have refused deals to endorse bleaching products, and consumers are speaking out, too: ato ban Fair & Lovely has accrued thousands of signatures in recent weeks. While I’ve never used skin-lightening products myself, I have also taken stock of my skin tone over time. Ultimately, change must come from consumers themselves. Acceptance can be enlightening.
nanditadas Hope, it hammers the dead mindsets and obsession for the white skin !
Êtes-vous schizophrène du tout
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