Procter & Gamble has a beauty double standards problem. In the U.S., the company (which makes beauty products like Olay) claims that it "feels a responsibility to celebrate African-American women and challenge the sometimes difficult ways our beauty is reflected in popular media." Yet it profits from marketing skin-lightening creams to dark-skinned women all over the world.
Now, P&G is funding a documentary called "Imagine a Future" about colorism faced by women, and is hosting a screening of the film as part Tribeca Film Festival in New York on Sunday April 21.
In the documentary, a young girl goes to a market in Johannesburg and says, “I heard that in South Africa that skin bleaching is a big problem here?” The other woman replies: “It’s been a problem for a long time. It’s self-hate, it’s not having enough mirrors that affirm you.”
If P&G really thinks black is beautiful and wants to make a difference in color discrimination, it should stop selling skin-lightening creams that promote the idea that only light skin is beautiful.
- Associate marketing director for multicultural marketing, P&G
If you really want to promote the idea that black skin is beautiful, stop selling skin-lightening cream to dark-skinned women.
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