Skin ‘Fairness’—Culturally Embedded Meaning and Branding Implications

  title={Skin ‘Fairness’—Culturally Embedded Meaning and Branding Implications},
  author={H. Verma},
  journal={Global Business Review},
  pages={193 - 211}
  • H. Verma
  • Published 2011
  • Psychology
  • Global Business Review
  • Fairness of skin objectively refers to a certain level of pigmentation of skin. But in the culturally constructed world it is embedded with socially defined meaning. The pull for developing skin fairness stems from culturally held meaning and its role in negotiation of life roles and goals. Brand builders in the skin fairness market require cultivation of a deeper knowledge of psycho-social significance of fairness. The premium attached to fair skin is only a manifestation of some below the… CONTINUE READING
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