Skin Color Games
By Pat Racimora on July 25, 2010 at 11:00 AM in Current Affairs

I know a lot about prejudice because of my skin color first-hand. Am I black? No. Brown? No. Tan? No. Light beige? No. (More on my color later.)
But wait! Now there is an app for changing your skin color—in the virtual world (and beyond).
Yes, that skin care company, Vaseline (owned by Unilever), launched a Facebook app to help people—especially Indians– look whiter. Te-Ping Chen observes:
The Facebook app — which helps users fade out any offending pigmentation in their complexions — advertises the bleached-white features of Bollywood actor Shahid Kapur. It’s designed to promote Vaseline’s skin-lightening creams for men, and so far, according to the advertisement’s architects, response has been “pretty phenomenal.”
This isn’t the first time Unilever has drawn serious controversy for its less-than-discreet attempts to market the virtues of white skin in India. Back in 2008, for example, the multinational tried to hawk a skin-whitening product called “White Beauty.” In India, skin-whitening creams are extremely popular, accounting for fully 60% of nationwide cosmetic sales.
Is this a racist product? Many think so. Or is it just playing on people’s need to be something that they are not?
This brings me back to my color. I give new meaning to “white as a sheet.” Growing up in sunny Southern California, my nickname (not by choice) was “Blanco.” Family members wondered how they could ever tell if I was frightened. At the beach friends would stay things like, “It’s a good thing you’re skinny or people would think Moby Dick washed ashore.” Futile attempts to get just a slight natural tan at the beach landed me in a doctor’s office more than once.
In desperation I tried that nasty goop you can slather on your body promising to dye your skin tan. I turned orange—jail jumpsuit orange!
So I have always wondered why anyone would want to be white? Or whiter? Yet why do so many white people, who are presumably advantaged in all of this, go out and spend time and treasure to get browner? Crazy world, huh?























