[krk19]

Yes it is true that Indian or South East Asian women want lighter skin and its not just in-between lighter. The general notion is "the lighter it is, the better it is." I am telling you from my experience because I am from south east asia. I go there every year and in the past two years I have seen shocking amount of skin brightening creams in stores from all big major brands. Skin Brightening products that are never sold in the US are being sold there. Obviously there mutli-national cosmetic companies have used women's complexes and long established cultural notion of beauty. Promoting these brightening creams will only strength women's insecurities about her skin color. It's hard not to buy those creams when 40% of the creams and lotions section is filled with skin brightening products. Face wash, soap, body wash, moisturizer, serum....you name it and its there. Its crazy!!! The advertisements for these skin brightening product is everywhere, from magazines, newpapers, TV and big billboard ads. I cringe when I see them. I think women all should be more aware of how their beauty products define prejudices for beauty, be that skin brightening or darkening product.