Friday, July 16, 2010 - 4:36 PM

Want to have a lighter complexion in your Facebook profile picture? Now, there's an app for that, too! Vaseline India has recently launched a new Facebook application which allows users to digitally lighten their "online" skin. Recent reports have stated that the app is only available in India -- but anyone with a Facebook account can use it! Score.
And, the Vaseline Men Facebook page also offers helpful advice like this:
"Style Tip: Don't shave for a day or two and let the stubble grow in rakishly. Combine this with sunglasses to look utterly mysterious, rakish and thoroughly attractive."
Jokes aside, skin-lightening -- an unfortunate vestige of colonialism -- is a worldwide trend. The industry for whitening creams and lotions is booming in Kenya, Nigeria, the Caribbean, and particularly in India where the market expands nearly 18 percent a year and the politics of skin color are especially troubling.
A spokesman for Vaseline in India claimed the app is a "culturally relevant and engaging way for Indian men to interact with this product." Ethics, anyone?
Skin-lightening in India has nothing to do with colonialism. Higher-castes tend to be lighter and this has been the case since before the British. In Asia, fair skin has been associated with aristocracy the way it used to be in the West when people would powder wigs and skin. Sometimes a society's issues with skin color isn't all about white people.
Deparuregate is absolutely right. India's interest in light skin is older than most of the western nations you seem excited to pin it on. Don't assume to make yourself the center of the world in every case.
I actually find the the whole skin whitening thing in India pretty interesting. Does anyone know how colonialism affected the desirability to be whiter? I mean, on one hand it seems widely agreed that the British played up class/caste tensions and brought them to a higher prominence in Indian society than ever before. I would expect would increase the desire for this sort of thing. On the other hand, the British sure built up a bad name for white people in India. I would expect that, at least temporarily, lots of Indians would want to play up darker skin as a distinguishing feature from there erstwhile oppressors.
It goes way before colonialism
From India's northern mountains to its southern swamps, it is home to people with skin as light as northern Europeans to skin as dark as Black Africans. Though not one state, the region that is pretty close to India's modern borders has been one civilization for thousands of years. The northern, light skinned Indians often came from temperate open areas, from where they had contact with the technologically prolific East Asian and Arab societies. They also lived in a place much more conducive to farming and ranching. Aryans, a type of light-skinned Indians took over much of the region in the earlier classical era. They started a rigid caste system, with themselves at the top. The northern Indians have historically been stronger. This is part of their attraction to light skin. Another part is that many Indians are still primative farmers and manual laborers. For modern, middle class Indians to have pale skin shows they dont spend all their time outside. It carries some prestige, as it says, "I posess valuable skills and knowledge and dont need to sell my simple ability to do work like you miserable proleterian."
In short, the desire of Indians to have lighter skin goes back far before colonialism, continued during colonial reign, and continues now. Its not that huge a deal. Its closer to American interest in being tan than some really bad pervasive thing.
Millions of white people in the West risk skin cancer by staying out in the sun or sitting in tanning salons, trying to get darker...
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