MissMalini has taken a stand against fairness creams in the past, but this beauty standard won’t leave. I recently came across a fairness cream ad with Dia Mirza, who joined the ranks of Aishwarya Rai, Sonam Kapoor, Deepika Padukone, Katrina Kaif, Genelia D’Souza, Priyanka Chopra, Asin, Shah Rukh Khan, Shahid Kapoor and even John Abraham. Katrina Kaif has also been named People Magazine’s Most Beautiful in India this year. It seems these products have had a resurgence as they’re promoted by Bollywood’s newer crop (Sonam, Deepika, Katrina, etc).
MissMalini says: Frankly I’m shocked the Body Shop is making fairness creams. Et tu? I used to love you :( #FAIL
Some might say that Vogue India had a “dusky” issue last year, which appreciated “dusky” beauties (some of whom were not even that “dusky” to begin with). To some degree, the modelling scene in India is only slightly better when it comes appreciating all shades of Indian skin, for instance, Freida Pinto was an Elite model (Elite is a very large international modelling agency) alongside Anushka Sharma before both switched to acting. But the problem is, Bollywood reaches a larger segment of the Indian population than the modelling scene does. Advertisements are ruled by Bollywood stars. My take, it’s up to Bollywood to combat this trend. Sure, Ranbir Kapoor took a stand by not promoting these creams, but maybe if he told his good friends in the industry, i.e. Katrina Kaif and others, to do the same, only then can we see any changes.
MissMalini readers, am I off-base, or are fairness creams still popular because of these new stars actively promoting them?