[frocher]

I think it has more to do with caste than anything else. Preferring pale skin in Asia has been the norm for a very long time. It has little to do with race, these groups are all the same race, that has more to do with our perceptions.

This issue matters to Indian women because it can limit their opportunities. They may not be considered for certain jobs. In a country where arranged marriages are still the norm, and women by and large are expected to marry, it can negatively impact their social standing. Also when a trait is associated with ugliness no one wants to possess it.

What I find really interesting is that in many of those Fair and Lovely commercials, the difference in skin color is not huge. NC40-35 you need to fix it, NC25-30 you are fair and lovely! You will get modeling contracts and land that hot guy! You will go from frumpy and unappealing to a knockout with a jet set lifestyle! It's really interesting.