Saturday, August 12, 2006
Fairness for Men
Gone are the days when only women wore Earrings
Gone are the days when only women wore gaudy clothes
Gone are the days when only women were conscious of their looks
Society is changing, isn’t it …
But one thing I feel has taken a strong hit is the definition of a most desired man i.e. “Tall Dark and Handsome”
Seeing the Lux ad, with an undressed man in the bathtub and four women, all stars, outside the bathtub with clothes, Or the latest ads of Fairness products positioned especially towards Men like Emami’s “Fair & Handsome” strongly brought back one question in my mind:
Is the definition of a desired Men is changing from “Tall, Dark & Handsome” to “Tall, Fair & Handsome”.
Previously, men believed that they are not supposed to use fairness creams and this was the domain of ladies only. However, times have changed now. Men account for about 25 per cent of fairness cream use across the country and the figure is growing. In absolute terms, it works out to about Rs 200 crore in sales.
But never ever, the appeal for Men’s Fairness Cream was so loud. A look at the matrimonial section, there's not one guy who admits to being dark and attractive, they just say we are wheatish and fair. "So there is just not one dark-skinned person in this country, they are all rolling wheat fields of masculinity."
It made me think that where our society is heading to. We love the fair complexioned individual be it male or female. Dark complexioned people are made fun about and ridiculed. The same thing has been portayed in the fairness cream ads where as soon as you start using the cream, you instantly become fair and its like all the luck in the world has been just awaiting the use of cream to come to you.
Are we more racist towards dark skin tone than even White Americans were towards Black?
Another thing that came to my mind is, where we are heading to ??
We see Western People going for Skin Tanning, discovering natural skin tone & We want Fairness Creams
We see Western People discovering the joy of an arranged marriage & We Want Love marriages
We see Western People with the likes of Britney Spears discovering the new dedication of Virginity till Marriage & We all know what we want.
So it’s like merging of two societies. While we Orientals are flocking to Western countries for adapting their hip-hap way of life, Western people have started respecting the Indian traditions and following the values which we have left very far down the road.
God knows what will happen next, we celebrating Christmas and they enjoying Diwali.
Gone are the days when only women wore Earrings
Gone are the days when only women wore gaudy clothes
Gone are the days when only women were conscious of their looks
Society is changing, isn’t it …
But one thing I feel has taken a strong hit is the definition of a most desired man i.e. “Tall Dark and Handsome”
Seeing the Lux ad, with an undressed man in the bathtub and four women, all stars, outside the bathtub with clothes, Or the latest ads of Fairness products positioned especially towards Men like Emami’s “Fair & Handsome” strongly brought back one question in my mind:
Is the definition of a desired Men is changing from “Tall, Dark & Handsome” to “Tall, Fair & Handsome”.
Previously, men believed that they are not supposed to use fairness creams and this was the domain of ladies only. However, times have changed now. Men account for about 25 per cent of fairness cream use across the country and the figure is growing. In absolute terms, it works out to about Rs 200 crore in sales.
But never ever, the appeal for Men’s Fairness Cream was so loud. A look at the matrimonial section, there's not one guy who admits to being dark and attractive, they just say we are wheatish and fair. "So there is just not one dark-skinned person in this country, they are all rolling wheat fields of masculinity."
It made me think that where our society is heading to. We love the fair complexioned individual be it male or female. Dark complexioned people are made fun about and ridiculed. The same thing has been portayed in the fairness cream ads where as soon as you start using the cream, you instantly become fair and its like all the luck in the world has been just awaiting the use of cream to come to you.
Are we more racist towards dark skin tone than even White Americans were towards Black?
Another thing that came to my mind is, where we are heading to ??
We see Western People going for Skin Tanning, discovering natural skin tone & We want Fairness Creams
We see Western People discovering the joy of an arranged marriage & We Want Love marriages
We see Western People with the likes of Britney Spears discovering the new dedication of Virginity till Marriage & We all know what we want.
So it’s like merging of two societies. While we Orientals are flocking to Western countries for adapting their hip-hap way of life, Western people have started respecting the Indian traditions and following the values which we have left very far down the road.
God knows what will happen next, we celebrating Christmas and they enjoying Diwali.
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