Three commercials to whiten skin

(Puti means white)

This is just a sampling of the type of beauty product advertising we see here regularly, and I don’t even have a television.

A while back the twitterverse was having a meltdown over an alleged beauty product commercial which supposedly valued white skin over dark. As it turned out the outrage was based on a falsified ad created by a SJW editing it to create an ad the company never made, but the company caved and apologized anyway. That sort of apology was the way to handle things fifty years ago, maybe. It’s a mistake today.

Anyway, I didn’t pay much attention until I read some American SJW’s comment that went something like, “I can’t believe they are still elevating whiteness as the beauty standard in this modern global era…”

This is a SJW who has never been out of her own country, and certainly never, ever visited any part of the wide area known as Asia (which could include India and most of the middle east). Nothing wrong with that, lots of people have never left their home country. And there’s nothing inherently appalling about not realizing your own country does not set the culture for the world. Its kind of endearingly human and we all make the same sort of mistake. But what tickles my obnoxious meter is the virtue signaling about living in a ‘global era’ while being completely ignorant about what a significant chunk of of the globe actually believes about beauty. The above commercials, the products on the shelves here, the comments people make in our hearing, these and other indications of the desire to have lighter skin are everywhere. It’s one of the first things I noticed when I turned on the television in our temporary lodging. It’s the first thing I noticed when I went shopping for deodorant for the first time. It’s literally *everywhere,* and yet this person imagines she knows what ‘global’ standards are and can criticize others from her imaginary knowledge platform, when in fact, she has no knowledge, only very western *assumptions.*

I’m not saying I approve or agree with the desire for whiter kin here. It makes me really uncomfortable. On a selfish level, it’s also kind of difficult to find a soap, lotion, or deodorant which I like, can afford, won’t give me a rash (I have sensitive skin), and which does not promise to whiten my skin. I have kind of given up on it, in fact. I focus on the first three and ignore the fourth now.

I spent most of my teens and twenties trying to have darker skin, after all. In my thirties I decided I didn’t care anymore, and in my fifties, I just want to not be splotchy, although I have found I like the BB creams that promise a ‘glow.’

But you know what else makes me really uncomfortable? Preaching and criticizing my Filipina friends who would prefer to have lighter skin. I can (and do) say “but you’re so beautiful!” and I can, and do, say, “You know how much money rich Americans spend trying to get darker skin?” But I cannot tell people they are not woke enough, I can’t shame them, because their beauty standard is lighter than mine. It’s not my place, and I’m having a hard enough time being my own conscience. I’m not going to be somebody else’s.

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  1. Lisa Beth W.
    Posted November 29, 2017 at 8:16 pm | Permalink

    It is kind of sad for the Filipinas. I always have that so many of the people with darker skin are so beautiful–their skin can handle bright color without being made to look pasty or sickly, and it seems like it really minimizes blemishes so they don’t stick out like a sore thumb. I have cousins who were adopted from Bangladesh and India, and they are gorgeous. It’s also kind of sad for me that some of the time I would like to look other than what I am. 😉

    • Lisa Beth W.
      Posted November 29, 2017 at 8:18 pm | Permalink

      “I always have *thought* that…”

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