A new Vaseline skin-lightening application is facing backlash by some Facebook users who are condemning the app as “racist” and “insidious”. CNN posted a response from Vaseline who stated, “Much like self-tanning products in North America and Europe, skin lightening products are culturally relevant in India”. Some of the issues appear to be more with the government of India who encourages the promotion of such products.
The application called “Vaseline Men BE PREPARED” enables users to upload their photos and have their skin “magically” lightened. Numerous Americans are taking to the application to voice their anger with the app. One woman writes:
This is some BULL! I’m very offended at the mere thought that a BRAND SUCH as Vaseline would even for a MOMENT think this is appropriate. What ever happened to loving the skin you’re in? I personally think this is very offensive and would life to know what GENIUS is behind this marketing FAIL!
However another user is calling this campaign “brilliant marketing”. Wilson Mesa writes:
The “wash” is in effect. What makes this so devilishly-brilliant-the ppl that it’s marketed to (in part) defend it, if there was no need then there wouldn’t be a product-right? It is buisness after all-right?! That’s what the company will say…it’s supply and demand. BUT it is a lot more simple and black n white (pun intended).Kudos for being so subtle yet direct, so careful yet clear-if this was an isolated incident then maybe it would have a chance “to pass” but this is “light is wright” in its next incarnation…Is anyone else aware of the long-establihed-blatant-history of “whitening” advertising in India… this is not a case of what came first-chicken or egg? This crossed the road with a specific purpose…sorry this is not a coincidence, not taken out of context, this is a well-though out plan-it is Advertising after all. NOt my inention to offend anyone just calling it as it is.
We’re not sure which way is right. What do you think? Is this app racist or is it simply culturally acceptable? Do you think such culturally sensitive apps should be limited to the countries where they were intended to be used?
It's a whitewash that the manufacturers compare this to tanning in the West. Unlike any skin colouring in the West there is no hierarchical organising going on whereas products like these encourage stigma from people not associating with those whose skin colour isn't as they see it appropriate. They know this from all the focus groups they do. So people will often say they choose who they go to lunch with based on their skin colour.
It's a lot more nuanced an issue than is apparent on just the surface.
Comment by Charles Frith — July 16, 2010 @ 7:11 am
wa wa wa.
this is so common throughout asia its not even funny. its part of their culture. who are WE as westerners to say what's appropriate to indians, japanese, chinese, whomever about their skin coloring products.
I think its just as racist as skin bronzing products. i bet there are tons of indian ex-pats all over the world who would appreciate it, so limiting this to just s.e.asia would be ridiculous.
Comment by Brian Breslin — July 16, 2010 @ 7:33 am
This reminds me of every commercial that is on TV in Thailand. They always have a time lapse of some girl's skin getting whiter. It was only a matter of time till the concept made it to The Facebook.
Comment by Elijah Bilotta — July 16, 2010 @ 7:55 am
Oh please. In Southern Africa skin lightening products are as common as tanning lotion. Get over yourselves and knock those chips off your shoulders. What's the difference between wanting darker skin or wanting lighter skin??? Another example of Westerners not understanding other cultures and imposing their presuppositions
Comment by Werner — July 16, 2010 @ 7:59 am
That people are in uproar over this is ridiculous.
Comment by Mo — July 16, 2010 @ 10:03 am
Any Westerner who calls this racist had better not ever, even once, tried to get a tan.
Comment by Ally — July 16, 2010 @ 12:58 pm
I agree with the company. Typical idiot Americans. It's racist to whiten your skin, but not racist to tan or go to tanning beds. Tanning is so bad in America for white people a new tax was just levied onto it. Think.
Comment by Anon — July 16, 2010 @ 3:56 pm
How do you do?
sparks is wonderful!
sparks is popular all over the world.
Comment by air jordin sparks — July 21, 2010 @ 11:00 pm
Anyone who has been India for more than a week knows this is the most common thing. Skin whitening products are as established as some of the gods in Indian society. And I have not seen one demonstration or uproar against it in the last 25 years that I have been here.
Comment by new guy — July 26, 2010 @ 8:17 am
Visit the Fair and Handsome Facebook page:-
http://www.facebook.com/pages/Fair-and-Handsome-M...
Comment by Roderick — August 10, 2010 @ 4:00 am
Heyy Congrats!!!!…. One small victory over Unilever!!!! They have taken off the “Vaseline Men Be Prepared” app from facebook, finally!!! yayyy!!! now only if we could get them to stop their racist advertisments in Asia and Africa………… and stop marketing their con products that claim to whiten skin!!! Most of all, if people could stop thinking their skin color makes them different!!!!
Pls join the campaign: http://www.change.org/petitions/view/unilever_ple...
Comment by Sandeep — August 25, 2010 @ 8:49 pm
I dont understand why persons are so quick to judge anything that they don't have any understanding of culturally!!! …….It's obvious that the same set of problems experienced in the east are the same set of problems experienced in the West. What's so ironic is that they are quick to call this inappropriate, when the media exploits and glamourizes their issues of tanning themselves to 3rd degree burns and dieting themselves to skin and bones.!!!….Talk about loving the skin you're in!! …How can they when it is evident that they portray lighter skin to be superior to darker skin, BUT in their own race being tanned is signified as being beautiful and healthy…..Well isn't that just normal!!!…. We have vast groups in the West that believe in skin lightening just as those who tan and use tanning products which I know for a fact there are advertisements for them on facebook we may not have seen yet and they fail to acknowledge any of it !!….. My point is I am not suprised of how much HYPOCRISY there is due to plain old INGNORANCE!!
Comment by Bahamian Chick — October 5, 2010 @ 11:29 am