Vaseline launches skin-whitening Facebook app for India
Wednesday 14 July 2010
Skincare group Vaseline has introduced a skin-lightening application for Facebook in 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 widget 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," Pankaj Parihar from global advertising firm Omnicom, which designed the campaign, told AFP.
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 a half 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.
Life & Style blogs
iPhone 5C could be killed next year, and Apple’s cheap and cheerful line might die with it
Girl, 7, gets Tesco to remove 'stupid' sign suggesting superheroes are 'for boys'
Coke milk? Coca-Cola to launch premium milk brand called Fairlife
Black Friday: Best fashion deals -online and on the high-street
UK's first plus-size fashion magazine Slink hits the shelves: 'Style doesn't stop at size 8'
- 1 Exodus Gods and Kings: Ridley Scott never considered casting 'Mohammad so-and-so from such-and-such' in lead role
- 2 This letter from a reader explains why women can’t play football
- 3 'You should come to my house and eat cheeses with me': 4-year-old sends adorable love letter to girl at school
- 4 Scientists predict green energy revolution after incredible new graphene discoveries
- 5 Michael Buerk wishes he'd killed Jimmy Savile when he had the chance - by pushing him overboard a cruise ship
Excellent Salary: Austen Lloyd: SURREY MARKET TOWN - SENIOR PROPERTY SOLICITOR...
Negotiable: Recruitment Genius: What do you want to do with your career? Do yo...
Negotiable: Recruitment Genius: This company is a leading expert in immunoassa...