|EEO. 2021; 20(5): 6600-6613
A Journey of Whiteness from Blackness: Critical Analysis of Racist Practices in Whitening Creams
Gulnaz Sattar, Fareha Zafran, Zafar Iqbal, Khalil Ur Rehman, Muhammad Aqeel.
The present study attempts to explore the racist beauty standards which are being propagated through the beauty whitening creams. This particular study explores how the stereotypical beauty standards have been rooted in European culture and how the developing countries like Pakistan are so much affected by it. The researchers have tried to explore how the internalized beauty norms have been culturally rooted in our belief system. Men also play an important part behind endorsing this ideology of fairness. This research views the concept of fairness deep rooted with issues of racism, hegemony and cultural differences with relation to Fanons ideology of Black Skin, White Mask. Qualitative paradigm has been applied on this investigation. This research also studies the historical and cultural perspective while dealing with the consumerism culture of whitening creams with special focus on the dire need of women to have fair skin.
Key words: Racism, Hegemony, White Skin Black Mask, ideology of fairness, beauty.