‘Ideal Asian Beauty’ in Skin Care Marketing

by Kiho Kozaki

In modern societies, we can observe that there are countless advertisements by mass media, companies, etc., in our daily life. It is almost impossible to not get influenced by them. Whether one recognizes it or not, one’s thought, common sense, standard of behavior, or actions are established based on these influences. Especially in the field of skin-lightening, mass media is playing an important role in idealizing the standard of beauty, according to which those who have lighter skin are more attractive and beautiful.

The global market for skin lighteners is projected to reach US$19.8 billion by 2018, based on sales growth primarily in Asia, Africa and the Middle East (McDougall, 2013). In most advertisements of skin products in Asia, we can see the appearance of Caucasian and half-Asian models. As Japanese person, I was always wondering why even Asian companies use Caucasian or half-Asian models in order to promote their products in Asia. For skin care products, I assume that is to give an impression of light-skin beauty, according to which white is more attractive and superior to dark skin. An Asian ideal image of beauty is almost created and controlled as something really hard to achieve in order to create profit, and Asian women are following those images unconsciously.

There is an argument about whether Asian women use skin-lightning products to become like Europeans. Joanne Rondilla, the author of “Filipinos and the Color Complex,” gave a different perspective, writing that many Asian women are satisfied with being Asian or having Asian features. However, they are looking to “clean up” or become “better” versions of themselves. The author repeatedly used the word “uniqueness” and “delicate” to describe Asian skin. These words can be seen in many skin care products’ advertisements in my daily life. It triggers a question for me, what does uniqueness mean in this context? I feel like there is a contradiction between the Asian women’s desire of whiteness, which is the image of beauty companies are trying to sell, and their insistence on Asian beauty and the uniqueness of their skin.

The assumption is the power. Many Asian women, including myself, have not thought about what they really want to be and what beauty means to them before purchasing the products. This is the natural consequence of every single person having a different skin tone, however, the models in skin care advertisements all seem to have the same white skin tone. The widespread phenomenon of the white standard has already become a huge pressure for Asian and other non-white women. I argue that every single person has their own way of beauty, regardless of race and skin color.


McDougall, A. 2013. Skin lightening trend in Asia boosts global market. Retrieved from http://www.cosmeticsdesign-asia.com/Market-Trends/Skin-lightening-trend-in-Asia-boosts-global-market

Rondilla, L. J. 2009. Fillipinos and the Color Complex. Pp. 63-80 in Shades of difference: Why skin color matters, edited by Evelyn Nakano Glenn.Stanford, CA: Stanford University Press.

Beauty Per Skin Complexion and Symmetry

Anonymous student post

This blog will focus on beauty ideals pertaining to skin color and facial symmetry.

From Asia to Africa, having a light skin tone makes one more desirable. Colonial invasions have only helped to instil the idea ‘the whiter the better’. Even in Africa skin bleaching is quite popular. Especially in Nigeria where 77% of women use skin bleaching aides (Alonge 2014). While many Caucasians may tan, other races may tend to avoid tanning. According to the media, tanned skin on a Caucasian individual represents fitness and vacationing, yet ads showcasing the tanning of other races is rare or non existent.

Perhaps the desire for lighter skin is due to the “colonial mentality” which preaches that “white is right”. Yet in countries such as Japan and Asia the ideal beauty has been pale and to an extent is still considered the ideal. One only needs to search for images of celebrities to know the standard. For many centuries in Asia the color of one’s complexion has been an indicator of class status with pale being at the top (Wagatsuma 1967).

India also has a status system based on the complexion of one’s skin that has been exaggerated since the invasion of colonialism. The main difference between the availability of opportunities between East Asia, India, and Africa is that in Japan and China tanned skin does not affect job opportunities, but dark skinned foreigners stick out and aren’t treated as nicely as their lighter skinned counterparts (Arudou 2014), but in Korea where a profile picture must be attached to a resume (The Grand Narrative 2010), the discrimination is worse; in India dark skinned people use skin bleaching aides in order to secure a ‘good job’ and/or get a successful arranged marriage partner (Glenn 2008); and in Africa women bleach their skin due to self esteem issues and to get married as the ‘colonial mentality’ still exists along with the racial profiling of black skinned people.

Even in the US and Europe there are issues with the degree of one’s skin color yet bleaching is less common. Being lighter than average in complexion in one’s race gives one special privileges such as receiving discounts, extras, and also better behavior such as in not being profiled (Fihlani 2013). Lighter skinned black people receive extra attention yet being too light or albino excludes one from their race yet they are also excluded from the white race group (Parks 2007). Also bias in treating others differently due to skin tone is a form of internalized racism (Hall 1992).

According to research, facial symmetry is preferred over asymmetrical faces. In Rhodes et al.’s study on facial symmetry, males preferred the perfect symmetrical face more than females, but the preferences of all other degrees of facial symmetry was similar between the genders. In experiment 1, three individuals original portraits were shown along with computer-altered images in the order of low, normal, high, and perfect symmetry (Rhodes et al. 1998). The argument for the reason being that facial symmetry is attractive is due to health in childhood, but such evolutionary claims have been debunked as a myth (Poppy 2014).

In westernized nations a low WHR (waist to hip ratio) is preferred over a high WHR, yet the Matsigenka people, who are isolated from westernization, prefer a high WHR. According to the Matsigenka the low WHR looks unhealthy (Yu et al. 1998).

Also infants responded more to images of symmetrical faces than asymmetrical faces by staring at symmetrical faces for a greater duration of time. Not many studies in facial symmetry have been conducted multiculturally yet current issues in South Korea such as plastic surgery being quite popular may suggest that facial and/or body symmetry is quite important (Chang & Thompson 2014).

Perception bias may also influence the concept of facial symmetry as participants in Little and Jones’s experiment didn’t express a preference for symmetrical faces that were inverted, rather such images were perceived as objects than faces (Little et al. 2003). Overall westernized cultures, (meaning not having been influenced by western media) may prefer symmetrical faces and bodies with a low WHR.

Cross culturally in determining beauty a symmetrical face and clear skin are main ideals that remain (Gaad 2010) while ideals such as having fair skin are of Western (Wade 2014) and East Asian origin (Xiea et al. 2013). If one pays attention to the media, the majority of actresses, models, celebrities and those who appear in the media usually have clear, bright skin, and facial symmetry. Also hierarchy due to skin tone may be a cultural issue, but it is most likely not strictly just a cultural issue alone, but also internalized and externalized racism (Hunter 2007).


Alonge, Sede. “Not all African women believe ‘black is beautiful’. And that’s OK.” The Telegraph 18 July 2014. <http://www.telegraph.co.uk/women/womens-life/10973359/Not-all-African-women-believe-black-is-beautiful.-And-thats-OK.html>.

Arudou, Debito. “Complexes continue to color Japan’s ambivalent ties to the outside world.” The Japan Times (2014). <http://www.japantimes.co.jp/community/2014/07/02/issues/complexes-continue-color-japans-ambivalent-ties-outside-world/#.VJl6oAABA>.

Chang, Juju, and Victoria Thompson. ” Home> Lifestyle South Korea’s Growing Obsession with Cosmetic Surgery .” ABC NEWS, 20 June 2014. <http://abcnews.go.com/Lifestyle/south-koreas-growing-obsession-cosmetic-surgery/story?id=24123409>.

Feng, Charles. “Looking Good: The Psychology and Biology of Beauty.” Journal of Young Investigators 6.6 (2002). <http://legacy.jyi.org/volumes/volume6/issue6/features/feng.html>

Fihlani, Pumza, and Thomas Fessy. “Africa: Where black is not really beautiful.” BBC NEWS AFRICA. BBC, 1 Feb. 2013. <http://www.bbc.com/news/world-africa-20444798>.

Glenn, Evelyn N. “Yearning for Lightness Transnational Circuits in the Marketing and Consumption of Skin Lighteners.” Gender & Society 22.3 (2008): 281-302.

Hall, Ronald E. “Bias Among African-Americans Regarding Skin Color: Implications for Social Work Practice.” Journal of Black Psychology 2.4 (1992): 479-86. <http://rsw.sagepub.com.libproxy.library.wmich.edu/content/2/4/479.full.pdf+html>.

Hunter, M. “The Persistent Problem of Colorism: Skin Tone, Status, and Inequality. Sociology Compass” (2007), 1: 237–254. <http://www.mills.edu/academics/faculty/soc/mhunter/The%20Persistent%20Problem%20of%20Colorism.pdf>

Little, A. C. & Jones, B. C. (2003). Evidence against perceptual bias views for symmetry preferences in human faces. Proceedings of the Royal Society of London B, 270: 1759-1763. <http://faceresearch.org/students/symmetry>

Parks, Casey. “Black Woman, White Skin.” Marieclaire.com. N.p., 13 July 2007. Web. 20 Dec. 2014. <http://www.marieclaire.com/politics/news/a557/black-white-skin/>.

Perrett, David et al. Symmetry and human facial attractiveness. Evolution & Human Behavior. 1999 (20): 295-307. <http://facelab.org/bcjones/Teaching/files/Perrett_1999.pdf>

Poppy, Brenda. “Facial Symmetry is Attractive, But Not Because It Indicates Health.” Discover 12 Aug. 2014. <http://blogs.discovermagazine.com/d-brief/2014/08/12/facial-symmetry-attractive-not-because-indicates-health/#.VJlWpAAAM>.

Rhodes, Gillian, Fiona Proffitt, Jonathon M. Grady, and Alex Sumich. “Facial symmetry and the perception of beauty.” Psychonomic Bulletin & Review 5.4 (1998): 659-69. <http://link.springer.com/article/10.3758/BF03208842>

Saad, Gad. “Beauty: Culture-Specific or Universally Defined? The universality of some beauty markers.” Psychology Today (2010). <http://www.psychologytoday.com/blog/homo-consumericus/201004/beauty-culture-specific-or-universally-defined>.

The Grand Narrative. “Korean Sociological Image #40: As Pretty as a Picture?” The Grand Narrative: Korean Feminism, Sexuality, and Popular Culture, 16 June. 2010. <http://thegrandnarrative.com/2010/06/16/korean-resumes-photographs/>

Wade, L. (2014, May 16). When White is the Standard of Beauty. The Society Pages. <http://thesocietypages.org/socimages/2014/05/16/white-as-beautiful-black-as-white/>

Wagatsuma, Hiroshi. “The Social Perception of Skin Color in Japan.” Daedalus 96.2 (1967): 443-97. <http://www.jstor.org/discover/10.2307/20027045?sid=21104921217471&uid=2129&uid=4&uid=2&uid=70&uid=3738328>.

Xiea, Qinwei (Vivi), and Meng Zhang. “White or tan? A cross-cultural analysis of skin beauty advertisements between China and the United States.” Asian Journal of Communication 23.5 (2013).

Yu, D W., and G H. Shepard. “Is Beauty In the Eye of the Beholder?” Nature (1998): 396, 321-322+. <http://www.academia.edu/296731/Is_Beauty_In_the_Eye_of_the_Beholder>.

Skin tone and Self-esteem among African Americans

Malcolm X

Malcolm X (Photo credit: Wikipedia)

by Hiroyuki Matsuyama

As Verna Keith says, skin tone is one of central features for determining one’s self image, and it happens a lot that your occupation or income are decided by looking at your skin tone. It is so sad, but it is the fact that we are facing today. From this point of view, mulattos distanced themselves from the larger African American community by excluding darker blacks from their social organizations. Moreover, they were avoiding intermarriage with people with darker skin so as to pass their advantages on to their children. In this way, even within black communities, there was hierarchy and discrimination against other people.

It is truly difficult to eliminate this injurious racism completely, and it would probably not happen that people would evaluate others and give jobs equally, but prejudicially. In spite of this unfairness, I hope people who are discriminated against to keep having self-esteem, at least to a certain extent. Thus, Malcolm X was really great person because he tried to make people have confidence. He claimed a notion “black is beautiful” in order to fight against racism.

Nonetheless, it is not for criticizing or discriminating against white people, but for attempting to undo black-on-black racism. The reason is because black people were brainwashed by white power, so he thought that he needed to remove this structure as a priority concern. By stating this concept, he tried black people to have self-esteem.

In addition to this, there is a famous speech ‘Who taught you to hate yourself’ by Malcolm X. In the speech, even though his words were sometimes inappropriate, he encouraged audiences well by saying features that are supposed to be words for insulting black people, such as lips, hair texture and so forth. This speech was really helpful for those who were struggling, and they started to have Afro hairstyle to show their self-esteem. This hairstyle enabled black people to express their culture and historical identity.

In conclusion, cruel racism is still going on in today’s modern world unfortunately. Even though people have started to think more about it, racism is still harsh and out of control. However, people who are racially discriminated against should try to stand up and claim your opinion without any fear. Every single person should be oneself, not like others. Being another person by imitating others or dissimulating yourself is not the way you are. In my opinion, that is the end of your life when you have lost your self-worth.


Keith, Verna M. 2010. “A Colorstruck World: Skin Tone, Achievement and Self-Esteem Among African American Women.” In Shades of Difference: Why Skin Color Matters, edited by Evelyn Nakano Glenn. Stanford, CA: Stanford University Press.

How African Women See Themselves

by Yutaro Nishioka

The term colorism is defined in the work of Verna M. Keith, “A Colorstruck World: Skin tone, Achievement, and Self-Estimation Among African American Women,” as “the privileging of light skin tone over dark skin tone” (Keith, 2009). In other words, people with dark skin are seen as inferior to those with light skin. This view was somewhat hard for me, as a Japanese, to perceive in Japan, especially before I went to Atlanta at the age of 16 as an exchange student. Before I went to Atlanta, I had never known a black person; I had not seen a black person at school, supermarkets, stations, parks, libraries, or any other public places. Hence it is natural that I could not really perceive or feel colorism in Japan.

According to Keith (2009), black women (and even girls) are encouraged or even told to “marry light,” that is, marry a husband of lighter skin tone, so that they can at least “save” their children from having to go through the hardship and pain of being discriminated against for having dark skin, even if they had to suffer it themselves. Young black girls are even told not to play outside in the sunlight because that would make their skin even darker, which would make them “less attractive (often not spoken aloud)” (Keith, 2009).

While white or European features, such as “blue, grey or green eyes, straight hair texture, thin lips, and a narrow nose” are seen as “higher status,” more attractive, and intelligent, black or African features, such as “broad nose, kinky hair, full lips, and brown eyes” are devalued both inside and outside of the black community (Keith, 2009). This phenomenon, in my opinion, is horrible because not only do young black children get discouraged from playing outside—young children naturally like to play outside—but also the reason or excuse that the adults, or society, use for this phenomenon is extremely lame: having dark skin is somehow less attractive, and any attempt to avoid darkening the skin tone is thus justified. This can even affect who black American women will “date and marry” and the kinds of jobs they end up having (Keith, 2009).

To my surprise, these advices are given “out of love, and a deep historical understanding” of the discrimination against those with dark skin tone (Keith, 2009). This may imply that many black American women would rather “suck it up” and teach their children not to darken their skin any further to avoid undergoing the hardship, than fight the society and discrimination. It might be that the power of the discrimination against people with dark skin is so overwhelmingly strong and influential that they do not have a choice but to suck it up and do what the society tells them to do, that is, to avoid darkening their skin tone and marry a light skinned husband to make sure at least their children’s skin tone turns out lighter.


Keith, V. (2009). A Colorstruck world skin tone, achievement, and self-esteem among African American women. In Shades of Difference: Why Skin Color Matters, edited by E.N. Glenn. Stanford, CA: Stanford University Press.

Colorism within the black community in the U.S.

by Nami Irikuchi

When I first read “A Colorstruck World” by Verna Keith, I could not believe that there was/is a discrimination against black people by black people. As most of us know, white people have discriminated against dark-skinned people, African-Americans in the U.S. People have thought that white people are superior to black people. The lighter skin black people have, the better life they can have.

What I want to say is that the differences of their skin color occurred because of genetics. The activation level of melanocyte is different between blacks and whites, and its activation level is decided by their genes. Even dark-skinned people who did not do wrong things to others have been discriminated against.

In the reading, Keith writes that dark-skinned mothers try to protect their daughters from sunlight not to have darker skin. I thought that if I were a dark-skinned women and had a dark-skinned daughter, what advice would I give to my daughter? If it is now, then I would not, but I would have advised if it was the past, when there was more discrimination against blacks. When I advise my daughter, I would not tell why I would try to protect her from the sunlight. They do not need to know the fact that dark-skinned women would not be preferred, and also black people did not do anything that was worth discriminated. Just because they have the darker skin, they would get discriminated against.

Some black males now also think that black females are less attractive, though they have the almost same color. I think that it is related to not only racism or colorism, but also gender issues. I found an internet article which said that black men try to date light-skinned women because they find them more beautiful than darker-skinned women. Furthermore, if they got married and had children with those light-skinned women, there is a possibility that they could have children who have “favorable features,” such as lighter skin and eye color. Those children might face less discrimination.

However, in that article, there is no statement about women’s preferences. As we can see, women are distinguished by their appearance at first, and if the appearance did not match to the preference, then men do not try to have a relationship with them. Somehow most people have the prejudice for dark-skinned people, and women still get hurt not only in the white community but also within the dark-skinned community.

Slavery is over. Colonialism is over. But there are still or more discrimination against black people. I think that the situation is very similar to the Japanese people’s attitudes toward Korean or Chinese people. Those people were colonized by Japanese government in the past, and although that period has ended, there are still some Japanese people who think that Korean or Chinese people are bad and they have to get out of Japan. I think that they have stereotyped thinking, and maybe do not know the facts. I also do not know the reality both in the U.S. and Japan, so I really want to research about those problems when I go to the U.S., or encounter some demonstrations for Korean and Chinese in Japan.

When I hear the word “discrimination”, I came up with “against black people” at first. Unconsciously, people tend not to be an attacker and that is why Japanese people try to think about “discrimination against black people”, but not “against Korean or Chinese people.”


Garrell, M. Colorism in black community still prevalent, unacceptable. The University Star. Retrieved July 1, 2014 from http://star.txstate.edu/node/1047

Huff Post. (January 13th, 2014).  Retrieved July 3, 2014 from http://m.huffpost.com/us/entry/4588825

Keith, V.M. (2009). “A Colorstruck world skin tone, achievement, and self-esteem among African American women.” In Shades of Difference: Why Skin Color Matters, edited by E.N. Glenn. Stanford, CA: Stanford University Press.

Skin tone and self-esteem: Impacts of colorism

by Keisuke Yamada

In “A Colourstruck World: Skin Tone, Achievement and Self-Esteem Among African American Women”, Verna M. Keith examines the relationships between skin tone, social and economic achievement, and self-esteem among African American women. Keith briefly mentions the history of slavery and how lighter-skinned blacks were more accepted than darker-skinned blacks because they had similarities with white people. As history clearly shows, colourism existed in the past when the skin tones you were categorised in decided what you can do and how you are treated. Even after the period of slavery, colourism continued to affect education, occupation, and income of African American women. The graphs the authour provides clearly show differences in education, occupation, and income among groups of people with different skin tones.

Then, Keith moves on to look at the relationship between skin tone and self-esteem, which I personally thought very interesting. Keith provides two graphs which show the relationships between the level of self-esteem and skin tones in adolescents and adulthood. There is not a huge difference in the level of self-esteem in adolescents. However, as they become adults, self-esteem of very dark brown people drops, although the author says that the results may have been different depending on when you were born. More interestingly, Keith mentions how skin tone is not related or ignored in predominantly white environments. One suggestion was that in predominantly white environments, there is only a distinction between black and white. I had a discussion in the class whether this can be applied to other cases. For example, in a country like US where Asian people are the minority, it is often ignored which part of Asia they come from. However, from the perspectives of those Asian people, it is of course a big of deal where they originated.

As we discuss the issue, I heard that the ratio of ‘black’ and ‘white’ people is changing in some parts of the US, and I guess that some parts of the world may be experiencing similar shifts as well. So my last question was whether colorism would still matter for some people, considering this shift may occur in the future. I personally think that it would have less influence on one’s self-esteem and career achievements, but at the same time, it is also possible that there would always be some kind of distinction or differentiation beside the idea of colorism.


Keith, Verna M. 2010. “A Colourstruck World: Skin Tone, Achievement and Self-Esteem Among African American Women.” In Shades of Difference: Why Skin Color Matters, edited by Evelyn Nakano Glenn. Stanford, CA: Stanford University Press.

“Bronze signified race but not a specific color”

Sharon Bailey, Miss Bronze Local winner Carolyn Blakey and Belva Davis (Pageant producer) (Photo credit: turnstyle news)

by Lulu Maginde

“Bronze signified race but not a specific color”

This particular statement seems to support the idea of the Miss Bronze beauty contest, however whether this is actually true or not is debatable.

First of all, the question has to be addressed, would someone find it offensive if they were to be labeled as bronze in terms of their race? Why one thought that it made sense to associate bronze with race or a beauty contest for that matter, is beyond me, especially during a time where one was persecuted because of their race, however in some aspects it did help in dissolving color boundaries so to speak.

The beauty contest that was created during the height of segregation in the 60s, for the purpose of bringing together African American women of all different skin colors as well as making a political statement. Originally most of the winners of the contest accounted for were light-skinned and most commonly came from stable backgrounds. Due to the contests, ‘black beauty queens became important symbols of black worth’, yet if winners were being chosen for the lightness of their skin tone, how do people differentiate between what they are supposed to stand for and what they are being led to believe by these contests? And also what is the standard of measurement for black women, if according to beauty institutions, black worth amounted to the accomplishments of lighter skinned contestants?

It seems that after the first dark-skinned contestant was crowned, people suddenly started taking notice. In an institution that has been dictated by this sense of “white is right”, having a dark skinned beauty queen symbolized that this idea of the lighter skin girl was not as significant or dying down.

For the longest time the many people, from the judges to audiences and even contestants had applied a form of “double consciousness” in regards to their appearance. This sense of double consciousness, where African Americans see themselves and judge themselves as white people see them, as W.E.B. Du Bois described it, only seemed to become less important throughout the end of the 1960s, being replaced by black empowerment. The Miss Bronze beauty contest was the first of its kind created for black women and so it meant a lot this division of color did not persist.

The role these black beauty contests in shaping the way black girls and women in turn see beauty had a great impact as in turn the color regime whereby light skin was the dominant was disappearing, all due to that one lady.


Craig, L., M. (2009). The color of an ideal Negro Beauty Queen: Miss Bronze 1961-1968. In Glenn, E. Shades of Difference: Why skin color matters. (pp. 81 – 94).Stanford, CA: Stanford University Press.

Gee, R. (April 21st, 2011). Sharon Bailey, Sacramento producer of the Miss Bronze Pageant, Local winner Carolyn Blakey and Belva Davis.

Retrieved from: http://turnstylenews.com/2011/04/21/belva-davis-black-female-and-breaking-news-for-40-years/miss_bronze/

The consequences of blackness in Brazil

by Saki Miyata

Brazilians from the end of the 19th century to...

Brazilians from the end of the 19th century to the very begining of the 20th century. First roll from left to right: A Portuguese-Brazilian woman, a German-Brazilian boy, an Italo-Brazilian man, an Arab-Brazilian and a Japanese-Brazilian woman. Second roll from left to right: an Afro-Brazilian man, a Cafuzo girl, a Mulatto woman, a Caboclo man and an Indian woman. (Photo credit: Wikipedia)

In “The social consequences of skin color in Brazil”, Edward Telles describes how people perceive skin color and race differently in the Brazil, compared to the United States, as well as the current inequalities caused by skin color. How Brazilians determine their identity or how they classify themselves, skin color is the main focused element. On the other hand in the United States, elements such as ancestors and “blood” determines one’s identity and race. Telles described that this is due to the difference in the laws that were made during slavery. In the United States, there was a law which described that if a person has a black ancestor, he or she is considered black; even though it was only 1/10th. However, in Brazil, this person might be considered “brown” or even “white”, according to his or her skin color. This seems very interesting, since one could change their class and “race” depending on the country.

After reading this chapter, I found an interesting blog about the consequences of “blackness” among the Brazilian people. Although more than half of the population is black descended or mixed race, the inequality and discrimination that dark skinned people receive are surprisingly high. However, according to the study, the “awareness of the importance of African culture in Brazilian history and Brazilians’ pride in their black origins has increased in recent years” (Global voices, 2011). On the other hand, another article showed that a famous funk star changed her skin color to a lighter complexion and became famous (Watts, 2013). In the discussion during class, our team shared our opinion toward this controversy. Although more and more people identify themselves as “black” or partially “black”, people still want to achieve whiteness. In our discussion, we concluded, that people who have dark or tanned skin wanted to have some sort of confident and pride towards who they are even though the society prefers whiter skin for success.

Through the past classes, it sees that throughout the world, the conscious of “white is beautify and successful” seem to be connected. Even in a country like Brazil, where enormous numbers of the population is mixed, and claims diversity, the inequality still exists. This fact questions me why does the “white as dominant” does not change over history? Even though the colonialism and slavery did end in most of the countries?


Global voices, 2011. Brazil: Census “Reveals” Majority of Population is Black or Mixed Race. Global voices. Retrieved from http://globalvoicesonline.org/2011/11/29/brazil-census-black-mixed-population/

Watts, J. 2013. Brazilian funk star Anitta sparks new debate about skin whitening and race. The guardian. Retrieved from http://www.theguardian.com/world/2013/sep/08/brazilian-funk-anitta-debate-race

Race, skin color, and identity in Mexico

by Kathy Russo

It’s a nice hot day; you’re minding your own business sipping on a cool drink and enjoying having some ‘me time’ while wandering around the city or campus.


Suddenly someone comes up to you and asks for a moment of your time to inquire a few questions for their studies. After a few of the basics that near to all interviews contain—name, age, city—the more detailed questions emerge, those specific to the study in particular.

“What is your race? What do you classify yourself as racially?”

Would you be able to answer these questions without hesitation, after a brief moment to pause and think it over, or would you attempt to swerve the question all together?

“What is your skin colour?”

What about now? Would you have the same reaction as to the previous question?

In México, and many other Latin American nations, the individual and collective response would be positive to the latter question, with little-to-no hesitation; while the former would cause for the questioned to become greatly uncomfortable and unnerved. The notion of race, and the open discussion of the matter, has a negative connotation in México for it is almost always robotically associated directly with racism itself. While colour on the other hand, is a positive conception that expression social and economic status, as well as the forthcoming of one’s future generations.

Even in today’s society and modern world, the notion that “white is right” prevails. Numerous individuals in México are seeking out methods of identifying themselves as Moreno clara or blanca, from staying indoors, to taking on cosmetics to whiten one’s skin tone. People take this step a whole new level as well, by seeking out partners for sexual encounters and marriages that are on the lighter end of the skin palate in order to try to safeguard their future generations’ success—by means of a light skin colour.

One may try to argue that the notion for this mind set, in which white skin leads to automatic success, is rooted deep in the nation’s historical origins of colonialisation by the Spaniards and Whites of Europe. While this may ring true for the shaping of the society, many individuals nowadays, especially those in the younger generations, would ardently refute this claim by saying that they are simply fonder of the skin colour and body features. The argument would continue on to lay claim that the ideal of being whiter is more attractive, which ultimately leads to success in the society, in addition to the better treatment of people while growing up, which is why they wish for their children to be whiter than they themselves may be.

Race, however, hold the negative notion that if someone were to openly comment on it, they would be seen by others as ignorant or racist, according to research conducted by Christina Sue. Many argue that the subject matter is far too sensitive for some and that they would rather not take the risk to offend someone. Others claim that race has nothing to do with how society functions and thus should not be discussed in ultimatum.

On the other side of the issue at hand, what is not discussed in Sue’s research findings is that racism is very prominent in Latin American nations like México, not simply by terms of colour but actual race. It is harder to come by when being discussed openly, especially by an outsider for a study, for one does not wish to be coined a racist in actuality, but if observed from a distance or over years of assimilation one will come to notice that the topic of race and where one originates from plays a large part in daily life. From my own findings while in México over the years, I have come to see and hear many speak poorly of people for being from a certain part of the country, for each area has its “own people/kind”, or a different country, such as the USA and Puerto Rico. From “güero” to “chino” to “gringo” to “gabacho” to “chilango” to “cabecita negra,” there are endless racial slurs and insults that one will hear while simply walking down the market but would never be discussed and heavily denied if one were confronted about.

One must try to consider why such a discrepancy occurs in the first place. Why is the discussion of skin colour perfectly acceptable and advocated for, while the mention of race and ethnicity in a public setting is pure taboo? The concept of conscious “race-blindness” and skin colour being the ideal basis for success and power is still going on strong in that Latin American nation of México.


Sue, C. A. (2009). The Dynamics of Color. Mestizaje, Racism, and Blackness in Veracruz, Mexico. In Shades of Difference: Why Skin Color Matters, edited by E.N. Glenn. Stanford, CA: Stanford University Press.

Marketing lighter skin in South Africa

by Yusuke Shiga

Lots of cosmetic companies have globalized their markets by using ingenious marketing strategies, and the number of consumers of these products has proliferated. Especially skin whitening products are purchased in many countries and the inclination for whiter skin is so prevalent, yet the causes of this social phenomenon are complicated. In this writing, I’d like to focus on this trend in South Africa.

In this complicated discourse, there are two main factors, social structure and marketing strategies, specifically advertisements. First of all, as for advertisements, companies have sold the products by highlighting their great effects on the skin with pictures of consumers who successfully achieved the whiteness and nice skin condition, and also emphasized that having whiter skin improve their dating and marriage prospect. In fact, the winners of beauty competition were chosen for the models of many advertisements and encouraged people to buy the products. Moreover, these ads stressed the healthy aspects, the commodities protect your skin from the harsh rays of the sun and make your skin smooth or brighten. Most importantly, these ads said “manufactured for black by their brothers/sisters in U.S.”, this phrase tremendously encouraged them to use cosmetic products.

Concerns about social structure, racial hierarchy, and apartheid have played significant roles on seeking whiteness. The social stratification/class were determined by one’s racial category, and lower class, colored had limited access to occupation, education, housing, and so on. Therefore, for them whitening skin tone means racial uplift and getting chance to become wealthier. Within the society, white skin implicated modernity and progress, because during that time, not only wealthier people and whites but people who looking for better jobs migrated from rural area to urban area.

However, in the 1960s, an anti-skin whitening movement occurred, because black politicians and nationalists criticized this trend as “betraying the race.” They insisted to be proud of their skin color. Plus, the fact that scientists proved that ingredients in skin whitening products were harmful to skin fostered this anti-movement.

While after it was proven that using these products might cause serious skin troubles like “chubabas,” which are purpled patches of skin, some continuously put these chemicals on their skin. The struggle black Africans faced is depicted in the film “Skin” by Sandra Laing. This movie is based on a true story and shows the strong impact of the skin color in everyday life in South Africa. The ironic scene is that parents who are both white rejoiced to hear their child who had been recognized as colored before was authorized as white.

In my opinion, the main reason why these issues still persist is because there is possibility that you can move to higher class after using these products, even though you also have possibility of having “chubabas”. Especially, lower class tend to become addicted to cosmetics, due to the strong racial hierarchy in the society, and this “high-risk high-return” ideology has a powerful effect on whitening products addicts, I think. Yet, various elements are connected to this social matter, we need to analyze more from different perspectives.

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