Sample Solution

This article examines the reasons behind the use skin fairness products in India by both men and women despite the health side effects. The skin fairness product industry is a multi-million-dollar industry that perpetuates racism and social inequalities by reinforcing the perception that skin fairness or whiteness is related to beauty, attractiveness and cultural capital. The study conducted is concerned with the reasons for using or not using skin fairness products and explored the use of skin-fairness products among 1992 women and men aged 16 to 60 in the city of Mumbai, India. This study hypothesizes that women would be more likely to report the use of skin fairness products and would be more likely to associate fairness with beauty, attractiveness and cultural capital. The results of the study show that 37.6% of the participants reported using skin whitening products, with women being two times more likely than men, thus supporting the hypothesis. However, contrary to the hypothesis, men were more likely than women to endorse the belief that skin fairness or whiteness is associated with cultural capital and attractiveness. The authors conclude that the findings of the study indicate that women are held more accountable of meeting societal expectations of beauty. They face a greater likelihood of being judged based on appearances, thus there is an increase of pressure to look fair as whiteness is perceived as attractive and beautiful.

This article is directly related to the research question as it demonstrates that conceptions of beauty are heavily influenced by Western and Eurocentric norms of beauty which is mainly based on skin colour. The notion that having fair skin or being white is attractive and beautiful is embodied by different races. As a result, racialized men and women endorse and conceptualize the belief that they lighter skin colour is attractive and is associated with more success.