From complexion to body image, our people develop numerous complexes growing up perhaps because of our colonized mindset or pure commodification of human beings. While these complexes are passed from generation to generation, our skincare industry, or the ‘beauty’ sector is endorsing the stereotypes. By manipulating and somewhat aggravating these complexes, these corporations are trying to expand the market for their products.
In a society where having a brown complexion is close to developing some physical impairment, the fairness or ‘beauty’ creams are sure going to be popular. Girls are accepted or rejected on the basis of their complexion. Apparently, we are now a step ahead in our complexes! Now dry skin can also be a turn-off for a potential suitor. In fact, putting mud on your arms is better than having dry skin. Or at least, Ponds thinks so. See the ad before we move on.
Obviously, dry skin needs to be taken care of. There is no denying it. But the portrayal of it as a shortcoming that can get you rejected is uncalled for. Many girls’ entire life revolves around preening and trying to ‘look better’. From applying the orange peels (put any totkas here) to getting cosmetic implants, women go to great lengths to fit in the beauty box designed by our society.
Throughout their lives, many girls are discreetly or directly trained to impress others. From a very young age, they are taught that their ultimate goal is to make others happy. Mostly, these ‘others’ include in-laws and a husband.
That is why a girl feels it is her obligation to be liked by her husband or significant other when she grows up. Such ads are endorsing this mentality. When you get a far-reaching audience, you have a social responsibility to do something constructive with your capabilities, as rightly pointed by renowned news anchor Neelam Aslam in this video.
Instead of supporting and strengthening the prevailing stereotypes, brands should be progressive in their portrayal of a modern woman. Girls need to know that they are not answerable to others for their appearances and their choices. They are much more than the looks and a person on their own.
The past years may have witnessed things going downhill, but one positive feature of this age is several stereotypes have been questioned and canceled. We should follow suit and shun away from these biases. As the world is becoming more aware, the debate on color-bias has stirred in Pakistan too. A few celebrities like Mahira Khan, Ayesha Omar, Momina Mustehsin, and Sanam Saeed refused to endorse the fairness products. Even Fair & Lovely mulled changing its name to ‘glow & lovely’. While this consideration does not address the main issue, it still is something as the brand cognized the way wind is blowing now. It is about time the reality comes home to other skincare brands as well.
There is nothing wrong with applying creams or makeup. What’s wrong is obsessing over appearance and considering certain features as flaws. We need to tell the girls (and boys too) to accept ourselves as is. Take pride in our perfect imperfections, because they make us unique and impart a sense of identity. Having dry skin might not be an ideal situation, but it sure not is something to be complexed about or above all, be rejected for.
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