Targeting Creams
While all advertisements made for beauty products feed on this unachievable desire [1] , there are also techniques when advertising that are unique to the lightening cream industry itself.
The lightening cream industry in particular targets certain groups of women [2]. According to Glenn’s research, these groups include African women, Indian women, and Mexican women. One way they target these groups is through their presence. For example, African women are targeted by the presence of numerous advertisements of skin bleaching creams surrounding them. This is illustrated in the line, “an estimated 30 to 40 percent of advertisements in these outlets were for cosmetics and toiletries including skin bleaches.” [3]. Mexican women are also exposed to a “30-minute late-night television infomercial that is broadcast nationally almost nightly…” [4]. In addition to advertisements, Indian women are also exposed to companies like Ponds who sponsor their beauty pageants as well [5].
By the lightening cream industry targeting particular groups of women, they’re making those women feel like there’s a need for their product. In addition, by choosing to target these women in particular, many of whom have darker skin tones, the industry itself is promoting colorism as well. This illustrates how the significant presence of lightening creams in these societies both contributes to and promotes colorism within these societies.
"Currently, a plethora of brands is marketed especially to African Americans." [6]
This is a box of African Formula skin lightening cream sold in 2014. This was distributed by International Beauty Exchange, Inc.
The packaging of this lightening cream illustrates an indication for African Women in particular to utilize it. Not only is it called “African Formula”, but the overall design of the packaging itself also pulls aspects from African culture in order to draw African women in towards the product. Design aspects such as the colors, font, and images are associated with African culture.
The tailoring towards African women, both explicitly through the title and implicitly through the design, implies a need for African women to use lightening cream. This illustrates how the promotion of lightening creams targets particular women in order to not only sell their product, but their standards as well.