I’m not in the best of moods today and I have this irresistible urge to lash out at something. I think I will just go ahead and slam this commercial that runs constantly on Arabic satellite channels. It is a well-crafted ad for a lotion that makes women "fair" and "lovely."
I personally think this ad should be banned due to its racist nature. Arab Women activists — if they really care — should follow in the footsteps of their counterparts in India and get this advertisement banned forever.
For those who have not seen the ad, here is the gist of it: A women who is ‘not that white’ decides to become "fair and lovely" by applying this lotion to her face. After she becomes "lovely" she gets a job as an interviewer on an Arabic satellite channel. The ad concludes with the woman’s mom shedding tears of joy as she watches her daughter on TV.
The theme song of this outrageous piece of advertisement sings "achieve your dream on your own." I’m assuming the dream in this case is to become white enough to get a job as a TV presenter at one of the major Arabic networks. If this is not racist I don’t know what is. I guess it goes back to the mentality found among many in the region: "fair" is beautiful.
In this part of the globe, fair women are always the best candidates for marriage and fair babies are always cuter than their darker kin. In a nutshell, if you are dark, you are cursed. I know this sounds outrageous but sadly enough this attitude is widespread. Let’s ban this ad!
Hi Guys, Im directing a documentary about skin bleaching for ITV which is a UK based tv network. Im based in London and am doing my research and really feel that Hindustan Lever who makes the fair and lovely products needs to answer a few questions as Unilever the main umbrella is based in London and would never dare to execute this type of advertising as trading standards would racism lawsuit at them. Why is it a differnt ball game for the asian and arab world? What i really need DESPERATELY is a Fair and Lovely advert and i dont know how to get a copy on VHS. CAN ANYONE HELP? IT WILL BE GREAT TO PUT THE DOCUMENTARY TO SHOW THE EXPLOITATION. if anyone can record for me please please this would be so good. (skinshades@yahoo.com)
Thanks
Girls, just got back from Safeway and flipped to discover that every major maker of skin cream on the shelf has their own version of “Fair and Lovely”. Big job ahead.
Hi !
Thank you for the comment against Fair n Lovely. I am against it , pls read http://www.saerze.com/rock-misc.htm
I’d like ur permission for me to publish ur article on my website . Thanks!
Sarah
I support you people all the way! So, if you need a voice in Saudi Arabia, I’m your girl!
The funny part is that I was discussing this very same issue with my friends at college once and they were all… “la 3ady, ma feeh shay al i3lan. 6ayeb al baitha a7la.. 7ageega hathy” and I was all “GRRR…!!”
Anyways, it may not be racism though, as all Arabs are one race: Arabic. It doesn’t show a biased opinion regarding a certain people, rather a certain perception of beauty.
It is, however, mean and unfair and downright stupid!!! I mean, I’m Asmareeka and gosh darn it I’M HOT! But potential hubby will never know that now will he? Because while I was here sitting in all my radiance and beauty his mom (or the khataba) was out there looking for barbie (or worse, Paris Hilton)!
Let me know if you guys are serious, because God knows I sure as heck am! 🙂
The hilarious inversion of this is that until the skin-cancer scare started 10 years or so back, in the U.S. there was similar pressure on fair-skinned people to darken their skin in the sun. And now there are increasing numbers of “sunless tanning” products that fair-skinned people are encouraged via advertising to use to achieve a somewhat darker, more golden complexion. Fairness of the Nordic or Anglo variety is during summertime considered a mark of poor health – anemia or lack of physical vigor.
Jareer, I missed your comment about religion being on ID’s, with you on it. Thanks for joining Jeff in agreeing on the skin color topic.
Nzingha, I’ve participated in many boycotts that achieved the desired result in time. It is worth it.
May I add letting stores know that you will not shop there until they cease to carry the product on the shelves. And in Jordan, contacting the importers of the product. One must also continue reminding them that you are not purchasing any of their products periodically. Maybe write a letter to JO mag and Living Well and ask them to make an issue. Maybe get some dermatologists involved?
Lina, I will wait for the addresses and drafts too. Contact me! Does this mean I have to give up my tanning cream? 🙂
Hey, H; get a life! Friendly joking is not reacted to with spitting insane hostility in civilized societies.
As for the “coke bottles”, that’s also a very mild and unimportant joke or observation here. If Arabs are that hypersensitive and certain of their purity, they are too primitive to bother with. It’s a brittle and unproductive kind of mind and thinking which is not worth anything much.
I was just blogging about this same issue. The desire to be white here is a mind boggling one to me. The sexualized image of ME women in the West is usually golden brown, not white. But until socieity here changes its attitude about its idea of beauty not much will change. Procuts such as this one, and others, are big profits. A few people boycotting isn’t going to make much of an impact.
I would suggest awareness as a first step. Do some research, on the companies themselves as well as the ingredients. Mercury poisoning is a VERY large factor in such products, which can lead to long term body damage. Such as liver damage, women need to know at what cost such ideas of beauty come at.
UAE’s magazine Arabian Woman did a small piece on the use of whitening products. Their writing however is poor and left out very pertinent information, but its a start. Maybe getting some statistics togther, and information and start an awareness campaign it may motivate more women to become active on the issue and that means the television companies would then listen.
Come on men, why are you silent ? Looks like you prefer to give this product a try on your spouses !
its better if everyone writes their own letter.