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But in India, local people have something else in mind when they describe what they most want in a man.

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Increasingly men in India who have light skin are taking over as the darlings of public appeal portrayed in Indian movies. Indian women have been patronising this market for years as fair skin is believed to be a fof attractiveness trait.

Dark skinned people are often portrayed as villains and rough characters.

Given the update in faiir lightening products for men, the question that comes to mind is: It seems so. Now Indian men have joined in the buying frenzylifting the bleaching cream industry to profit margin bliss. Indian women were their first customers.

As one of the pioneering establishments in the bleaching cream business Unilever was in a position to dominate the market. On their website Unilever contendsthat: It is the no.

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Historically fairness creams were purchased by women exclusively. Until the mids purchase by men was not a marketing option.

Eventually companies like Unilever realised that almost a third of those who used fairness creams were men and hence an immediate market spur. A skin lightener aimed at Faif men.

In one he is depicted as tossing a tube of skin bleaching cream to an adoring fan. Local activist groups have criticised Khan for exploiting his celebrity status in the worst possible way.

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Bollywood is a huge and successful business. Its male stars are the heartthrobs of even the most reserved Indian women.

So when bleach cream companies, with their massive marketing budgets now making huge profits in their portrayal of light skinned men as the societal ideal, the use of skin lighteners by males is set to become even deeper entrenched.

Indian men are swapping 'tall, dark and handsome' for 'tall, fair and debonair'.

It is only fair we get to do the same because society looks at women with short, unattractive men as being foolish, gold diggers, etc. Why should. The “tall, dark and handsome” is being replaced by the “tall, fair and Indian women have been patronising this market for years as fair skin is cream for those who have darker skin and want to look more lighter skinned. When. They. Do. Look. On. Blood,' said the tall dark girl from the Upper Sixth. ' There is more in it, cousin Ganymede,' said the fair girl from the Lower Sixth.

As published in Quartz. Bollywood star Shah Rukh Khan during a promotional campaign in India in More on these topics India School of Social Work. One Book, One Community author resonates messages of self-discovery Sep 12, Five years old, alone, with an empty stomach, no money and no knowledge.

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She is the first African American woman to lead the department in its history.

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