Skin ‘Fairness’—Culturally Embedded Meaning and Branding Implications

  title={Skin ‘Fairness’—Culturally Embedded Meaning and Branding Implications},
  author={Harsh V. Verma},
  journal={Global Business Review},
  pages={193 - 211}
  • H. Verma
  • Published 1 June 2011
  • Business
  • 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… 

Figures and Tables from this paper

Coffee and Tea: Socio-cultural Meaning, Context and Branding

Brands are perceptual entities which inhabit the mental world of consumers. Essential to branding success is appropriation of consumer-relevant meaning. Accordingly, brands are embedded with

Mirror, mirror on the wall, who’s the fairest ‘hunk’ of them all?:Negotiating a masculine notion of skin whitening for Malaysian men

The increase in the number of men who have become more meticulous about their grooming and appearance, also known as metrosexuals, indicates that the beauty industry no longer focuses on females

IndiaâÂÂs Obsession with Skin Fairness and Whitening: Why?

In the ancient dynastic times, being fair meant being privileged, wealthy and noble and remaining indoors as the labor class had more melanin count due to labor outside, which was propagated during the British rule in India.

The Representation of Woman Rider as a Role Model in Traffic Rules Dissemination through Satlantas’s Banner in Surabaya: a Semiotic Analysis

It is common to hear woman’s stereotype notion given by society as a bad rider in the street. However, woman rider today seems to be more appreciated and respected since many of traffic rules



Gendering colour: identity femininity and marriage in Kerala.

This paper uses ethnographic material on the Christian middle class in the South Indian state of Kerala to explore the significance of skin colour as symbolic capital for marriage and dowry

The memory of the women's white faces: Japaneseness and the ideal image of women

During the Meiji period, the white face became the woman's face, whereas in the pre-modern period, certain men needed to put white powder on their faces every day. An examination of changes in

The Pursuit of Fairness: A History of Affirmative Action

Affirmative action strikes at the heart of deeply held beliefs about employment and education, about the concepts of justice and fairness, and about the troubled history of race relations in America.

Whose debt?: Globalisation and whitefacing in Asia

This paper examines the popularisation of skin-whitening practices amongst 'non-white' cultures that has occurred in recent years, with relation to historical and colonial contexts. In the paper, we

Adopting the Caucasian "look"· Reorgamzing the Minority Face

Baudrillard, J. (1983). In the shadow of the silent maJorities. New York: SemlOtext(e}. Bennett, W. T. (1992). The devaluing of Amenca. New York: Summit Books. Bloom, A. (1987). The closing ot the

Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods

Cultural meaning in a consumer society moves ceaselessly from one location to another. In the usual trajectory, cultural meaning moves first from the culturally constituted world to consumer goods

Laddering theory, method, analysis, and interpretation.

The focus of this article is on detailing the specifics of the in-depth interviewing and analysis methodology, termed “laddering”, for uncovering means-end hierarchies defined by these key elements and their linkages or connections.

The Possessive Investment in Whiteness: How White People Profit from Identity Politics

Introduction: Bill Moore's Body 1. The Possessive Investment in Whiteness 2. Law and Order: Civil Rights Laws and White Privilege 3. Immigrant Labor and Identity Politics 4. Whiteness and War 5.

Information Processing from Advertisements: Toward an Integrative Framework

A framework that captures and extends current theory on information processing from advertisements and includes inclusion of a new typology of emotional and cognitive responses explicitly linked to the levels of brand processing is provided.

How Advertising Works: What Do We Really Know?

The authors review more than 250 journal articles and books to establish what is and should be known about how advertising affects the consumer—how it works. They first deduce a taxonomy of models,