Why do Indian Women Use Skin Lightening Creams to (Re)construct Their Personhood Identity? An Exploratory Study of Skin Colour, Social Acceptance and Brand Responsibility

Saptaparni Chaki (), Janine Dermody () and Nicoletta Occhiocupo ()
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Saptaparni Chaki: Oxford Brookes University
Janine Dermody: Oxford Brookes University
Nicoletta Occhiocupo: Oxford Brookes University

A chapter in Advances in National Brand and Private Label Marketing, 2022, pp 10-17 from Springer

Abstract: Abstract This paper explores why Indian women use skin lightening cosmetics brands to lighten their skin in order to gain social acceptance. Personhood-identity was used to conceptualise this study because it informs understanding of the social acceptance of culturally embedded behaviour like skin lightening. Heideggerian Hermeneutic phenomenology was used to explore this behaviour, involving two rounds of interviews with Indian women who used skin lightening creams. The findings revealed three facets to Indian women’s social acceptance of lighter skin. Namely, validation, confidence, and self-esteem. Participants believed this acceptance perpetuates colourism and gender discrimination and causes mental health problems. Even so, they felt powerless to challenge the dominance of this skin tone. This raises the ethical responsibility of cosmetics brands that perpetuate colour and gender inequality. Such brands need to recognise and enact their social responsibility as powerful change agents against discrimination, and as strong supporters of female empowerment.

Keywords: Personhood identity; Brand ethics; Social acceptance; Skin colour; Consumption (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-06581-1_2

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DOI: 10.1007/978-3-031-06581-1_2

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