Marketing Of Skin Fairness Creams And Consumer Vulnerability

Abstract

This paper’s purpose was to unpack women's perceptions regarding skin fairness creams advertising practices and the way those perceptions caused them vulnerability (i.e. harm). Primary data were collected from female consumers of skin fairness creams through semi-structure interviews in Pakistan. The study findings suggest that skin fairness creams advertising practices are a source of disempowering women in a non-white culture as beauty standards portrayed in skin fairness creams advertisements are considered unrealistic and unachievable by women. The participants perceive that fairness creams sellers make exaggerated claims about the efficacy of their products, strengthen negativity in the society and are a source of hurting their self-respect. The negative perceptions about fairness creams marketing practices caused them harm of various sorts. Based on the study findings, we offer viable policy implications for empowering women and enhancing their self-esteem. Finally, study limitations and future research avenues are elucidated