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Why I Think All Fairness Product Advertisements Should Be Banned!

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By Ojaswini Srivastava:

We are racists and sexists! High time we moved on from our presumed notions of beauty. I am not a very fair complexioned girl, but I am not under-confident or even conscious of that. My skin color is fine. I am neither wheatish. But whatever I am, I am happy with it. I neither have sharp features, nor perfect hair, but I am absolutely happy with my appearance. Yes, there was this time when I was low on confidence. I felt I was not beautiful because I did not fit into the popular idea of beauty. I have so many marks on my face, I have a hazy skin texture, I don’t have perfect hair, I don’t have attractive features and neither a very fair complexion to overcome all the ‘flaws’. But now, I am more than satisfied with what I look like. I look wonderful the way I am. I don’t feel the need to have perfect hair that I can let loose any time, neither do I feel the need to have a better skin texture. I am comfortable in my skin and I am satisfied.


There are hundreds of girls out there who I am sure feel like I used to feel once. And this in not their fault. It is certainly a fault of our society. Since childhood, we are brought up with misogynist ideas like, “you are a girl, you must take care of how you look, you must be attractive, you must see how your skin is, even if you don’t have good features try to cover up with a good make up, dressing etc” and so on. We are never free of this all our lives. We have to get married and for that ‘looking pretty’ is so damn essential. Why? Nobody can answer that though. It is just how the world is meant to be and we have constantly adapted to it without raising questions. Leave apart questioning, we didn’t even bother to think.

Beauty is so much associated with being fair. We have to be fair. That is beauty. All the fairness cream ads that show how a woman is absolutely under-confident and unworthy of going among people until she puts so and so cream and becomes extremely fair and consequently beautiful. Just ban these ads! What a waste of money and efforts. (And these models who agree to do such ads, you women, what is wrong with you?)

We believe that a woman who is not fair skinned is not beautiful, she is under-confident and she needs to be fair to be in a crowd and be appreciated for what she looks like. Why? I firmly believe what I look like should be my choice. If I want to look fair, I will try these creams, if I don’t I won’t. Why do you have to promote this concept of fair is beautiful? And the worst part is no one raises objections! We talk of feminism, women empowerment and ending patriarchy but we forget to notice these fundamental issues. Women are made to feel small and unworthy for what she looks like. Until she is fair, she is a misfit in the society is such a ridiculous concept altogether.

These ads that have been encouraging such a concept of how a woman must look like need to be noticed now. It’s high time we started a movement and got these ads off the media. They are sexist. They are an element that poison our minds with distorted notions of what a woman must look like.

You must be to comment.
  1. Your Sincere Reader

    Hey Writer, I read ALL your posts so far on YKA. I believe in feminism too, But, why do you rant so much, all your articles have similar stuff? Just look at your writing, so poor and amateur, who is your editor, my god!. And when people look for some sensible stuff on feminism they’ll want to read some quality articles, so please!! Why do you repeat phrases and sentences like as if you are talking to someone, why can’t you do this in your personal blog and spare us the horror? You give me headache. Such a time waste Dear YKA, please improve your editorial desk.

    1. Ayushi Sareen

      Dear Sincere Reader,

      I guess you have misunderstood, or not at all understood the principles on which YKA was established. I suggest you read the About YKA section, yet again if you already have! Oh, and do that with a clear and open mind.

      YKA was started to provide me and you and people like us a platform to express their opinion about anything. And so I think by not meddling with the original words of the writer they have maintained that connect between the reader and writer. Not everyone is an expert with words, some just like to say it in as simple way as possible.

      Ojaswini – Well written! 🙂

    2. Your Sincere Reader

      Miss Ayushi, you must be kidding, who do you think gives a damn about what “principles” YKA follows? And as a reader I don’t think it is too much to ask for quality stuff. This website is just another one, among many other websites which post highly insightful stuff. So keep your defence to yourself. I was expecting an answer from the writer anyway. And that connect between reader and writer…….. was this supposed to be an article or a facebook status?

  2. Preeti

    Cheers Girl! 🙂

  3. Taniya

    Well written.
    It’s absolutely ryt wt u say.what is this so called beauty? I am a girl with cleft lip n palette but I m proud of it cuz it made me mentally strong. Wen ppl lol behind my back, instead of mourning over it i learnt 2 face it n it changed me. N NW I don’t want any more surgery 4 this.cuz this is a blessing that only 1 out of 700 get.

  4. Manuj Tangri

    I completely agree with the author. I think people do not stop, think and question. This applies to the fairness race as well, they are just following the crowd. This should come to an end. But, I guess many problems in our society are so deep rooted and involved changing the mindset of people. One solution is educating the children because they are the future of our society and can help change the mindset of there parents as well. For example, I go to a school on weekends to help school children with there studies. After the class each time I take out 15 mins to discuss on various topics that affect our lives. I discuss this topic of fairness with class 9th students and we had a very good session. The conclusion of the class was never to judge anyone by there looks and fairness, caste, sex etc nothing matters every one is a human. Well, I feel this has been my contribution and if everyone does a bit we can definitely eliminate these stupid ideologies from our society.


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