Skin lightening for the nether regions – a step too far ?

By Michelle Yeomans

- Last updated on GMT

Related tags: Skin whitening

skin whitening
An Indian company promoting a shower gel product that provides freshness and ‘fairness’ for more intimate areas has sparked widespread debate and controversary amongst the media and bloggers alike with an advert for its 'clean & dry intimate wash'.

The ad in question targeting Indian women, featured a scenario whereby an attractive lady struggles to attract her man’s attention which - in a nutshell - seemed to be resolved after using this skin lightening intimate wash. 

Since the product’s launch, social media sites and blogs worldwide have exploded with divided opinions, some claiming sexism, others worrying about negative effects on youngsters, while some put forward the argument that Caucasian women wearing tan is in essence - the same thing.

With the global skin lightening market predicted to reach up to $10 billion by 2015, it is fair to say that Asia likes its fairness creams but have manufacturers gone too far this time encouraging women to bleach far beyond their hands and face? Well, Alyque Padamsee, an agency executive for the ‘Clean & Dry intimate wash’ ad says no.

It is hard to deny that fairness creams often get social commentators and activists all worked up. What they should do is take a deep breath and think again.”

Adding; “Lipstick is used to make your lips redder, fairness cream is used to make you fairer-so what’s the problem? I don’t think any Youngistani today thinks the British Raj/White man is superior to us Brown folk. That’s all 1947 thinking!”

When asked why he thinks people like fairness products, Padamsee says; “If you have two beautiful girls, one of them fair and the other dark, you see the fair girl’s features more clearly. This is because her complexion reflects more light​.”

Market still booming despite concern

In recent years, the West has taken to skin whitening also, with growth in ethnic population in the UK and US as reasons for accelerating demand.

One of the biggest makers of authorised skin lightening products is Germany-based Beiersdorf, which markets a number of products under the Nivea brand, both to men and women on a global basis.

The only difference is that the products vary in function depending on what part of the world you are in.

For example, consumers in the West often use lighteners for their anti-aging benefits, while the Asian consumer uses them to lighten the overall color and tone of their skin.

Skin care update

Cosmetics Design is gearing up to its second Skin Care Ingredients virtual trade show to be held on June 13, a must attend event for all skin care professionals. For more information or to register click here​.

Related news

Show more

Related products

show more

Sensiva™ go natural,a protector without compromise

Sensiva™ go natural,a protector without compromise

Ashland Global Holdings Inc | 24-Jun-2022 | Technical / White Paper

Consumers are increasingly buying natural, organic beauty and wellbeing products as noted from the increasing number of product launches with natural claim...

Formulating for Clean Beauty

Formulating for Clean Beauty

Elementis | 26-May-2022 | Product Brochure

Water scarcity and water pollution continues to be a concern for the environment. Every year, about 130 tons of microplastic particles from personal care...

Caressense™ biofunctional, powering ageless beauty

Caressense™ biofunctional, powering ageless beauty

Ashland Global Holdings Inc | 01-May-2022 | Data Sheet

For the first time, Ashland researchers reveal a natural bioactive that can activate skin’s sensors of touch, the piezos, to release “feel-good” and anti-aging...

Related suppliers

Follow us

Products

View more

Webinars

Indie Pioneers Podcast

Indie Pioneers Podcast