‘SKIN SHADE CARDS’- A RACIST CONCEPT?

If someone ever asked you, “Hey, what is your skin shade (color)”, how would you react?

Some commercials selling “fairness” have introduced their skin shade cards, and are asking us the question. But, why to answer such a question in first place? Just because some ads are asking us to?


We are bombarded with this message that our success- professional & personal, lies in our skin color. And, I can’t help posing some really important questions to you today.

Do you actually think you can become an airhostess or a supermodel in the wink of an eye given that you are fair? May be, may be not! If you are a shade lighter, you stand better chance in the matrimonial market. Unfortunately, most of the matrimonial ads require ‘goris’ to respond.


Do best looking women have to be the whitest ones? Do you actually think so? I come across so many beautiful airhostesses, models, businesswomen, successful and happy women who may not be that ‘milky fair’.

 

Will you as a respectful woman marry a dude who just saw you skin color? Or, at least, would you try and improve your shade before you reached the wedding day as they depicted in the commercial of India’s hottest selling fairness cream?


I really appreciate actor Vidya Balan, when she said in a newspaper interview that she will not opt for fairness cream commercials as her ethics didn’t allow her doing so. Skin shade cards are provocative and racist. They tell you all the time, “You haven’t had enough”. Because there is a lighter shade to aspire for.

 

Don’t you think this much debated skin shade card is just one extension of our deep rooted racist culture? Don’t we women have to really tell ourselves and each other that we have had enough? That all women are beautiful creation of God… That we don’t need a shade card to govern our lives. Can you make that bold statement?