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Vaseline launches skin-whitening application on Facebook India

The application enables Facebook users in India to make their skin whiter in their profile pictures

  • AFP
  • Published: 11:32 July 14, 2010

Vaseline facebook app
  • Image Credit: Facebook
  • The new application promises to "transform your face on Facebook with Vaseline Men" in a campaign fronted by Bollywood actor Shahid Kapur, who is depicted with his face divided into dark and fair halves.
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New Delhi: Skincare group Vaseline has introduced a skin-lightening application for Facebook-India, enabling users to make their skin whiter in their profile pictures.

The download is designed to promote Vaseline's range of skin-lightening creams for men, a huge and fast-growing market driven by fashion and a cultural preference for fairer skin.

The new application promises to "transform your face on Facebook with Vaseline Men" in a campaign fronted by Bollywood actor Shahid Kapur, who is depicted with his face divided into dark and fair halves.

"We started campaign advertising (for the application) from the second week of June and the response has been pretty phenomenal," said Pankaj Parihar from global advertising firm Omnicom, which designed the campaign.

In 2005, Indian cosmetics giant Emani launched the first skin-whitening cream for men, called "Fair and Handsome", 27 years after the first cream for women.

Since then, half a dozen foreign brands have piled into the market for men, including Garnier, L'Oreal and Nivea, which promote the seemingly magical lightening qualities of their products in ubiquitous advertising.

In 2009, a poll of nearly 12,000 people by online dating site Shaadi.com, revealed that skin tone was considered the most important criteria when choosing a partner in three northern Indian states.

Comments (6)

  1. Added 17:58 July 14, 2010

    This is so dumb

    Hanna, Abu Dhabi, United Arab Emirates

  2. Added 16:59 July 14, 2010

    It's human nature. It's the same as intentionally tanning the skin of those who are fair-skinned.

    ANA, Dubai, United Arab Emirates

  3. Added 16:28 July 14, 2010

    How blunt of people to introduce products of these sorts into the market. No form of science has ever proved that a dark-skinned person could transform himself into a fair skinned person by using these so called 'Whiteners' !! Since 2005, its been a saga of ridiculous promotions and ideologies about skin whiteners and its even more hard to digest the fact that people tend to fall for such heights of foolishness.

    vZ, Dubai, United Arab Emirates

  4. Added 16:02 July 14, 2010

    It's human nature. It's the same as intentionally tanning the skin of those who are fair-skinned.

    Ana, Dubai, United Arab Emirates

  5. Added 15:38 July 14, 2010

    How hopeless must one be to have to use the color of their skin to pretend like they mean something in the world!

    M, Abu Dhabi, United Arab Emirates

  6. Added 12:08 July 14, 2010

    Haven't seen anything so ridiculous in a long long time !! Skin-whitening! Seriously? Thats how shallow some people are?

    Sheraz, Dubai, United Arab Emirates

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