Introduction
In recent years, skin whitening commercials have sparked significant debate and controversy, particularly within the Filipino community. Many viewers have reacted negatively to these ads, perceiving them as perpetuating harmful beauty standards that suggest Euro-centric traits are superior. This article delves into the cultural implications of skin whitening practices, the associated identity crises faced by individuals, and the necessity for embracing natural beauty in all its forms.
The Dilemma of Skin Whitening
The Perceived Need for Whiteness
The commercials typically portray the idea that having lighter skin equates to beauty. The narrative often implies that darker skin is unattractive, leading many to feel pressured to conform to these unrealistic beauty standards. This perpetuation of a limited view of beauty can be harmful, especially to young individuals who may internalize these messages.
The Colonial Mentality
A significant factor influencing the perception of beauty in the Philippines is the colonial mentality ingrained over hundreds of years. This mentality, established during Spanish colonization, led to a preference for lighter skin as a beauty ideal. The narratives around beauty, especially in media, predominantly feature lighter-skinned models, marginalizing those with darker complexions.
The Impact of Media Influences
Media Representation
The media plays a crucial role in shaping societal norms around beauty. There is often a lack of representation for diverse skin tones, which reinforces the message that lighter skin is more desirable. Advertisements that fail to include a variety of skin tones effectively promote a singular, Euro-centric standard of beauty.
- Lack of Representation: The absence of dark-skinned and non-Eurocentric models in campaigns sends harmful messages about worth and beauty.
- Stereotyping: When darker-skinned individuals are depicted, it's often in a contrived manner that highlights their differences rather than celebrating their beauty.
The Psychological Toll
The relentless messaging promoting lighter skin can lead to low self-esteem and self-worth among individuals, causing an identity crisis. The struggle to reconcile one’s appearance with societal beauty standards can be incredibly draining. Some common impacts include:
- Feelings of inadequacy.
- A desire to conform to unattainable beauty ideals.
- Emotional distress stemming from bullying or discrimination related to skin color.
A Shift Towards Acceptance
Celebrating Natural Beauty
As conversations around beauty evolve, there has been a growing acknowledgment of the beauty in diversity. Movements advocating for natural beauty standards—embracing morenas (brown-skinned individuals) and advocating against the pressures of whitening products—are gaining traction. This shift is vital for fostering self-acceptance and promoting inclusive representations in media.
Points of Progress
- Increased Representation: Brands are starting to feature models of various skin tones to reflect a broader spectrum of beauty.
- Cultural Pride: The conversation around beauty has shifted to focus on appreciating one’s natural features, such as skin tone and hair texture.
- Shift in Attitude: Many women, particularly in younger generations, are embracing their natural looks and rejecting the Euro-centric beauty narrative.
Personal Narratives
Individuals share personal experiences that illustrate the struggle with beauty perceptions:
- Experiences of bullying for having darker skin or different hair types showcase the need for societal change.
- Those who appreciate their natural beauty often recount their journey toward self-acceptance, highlighting the importance of overcoming societal pressures.
Towards Inclusive Beauty
The Role of Brands
For businesses in the beauty industry, shifting marketing strategies to reflect inclusivity can significantly impact societal perceptions of beauty. A balance should be sought between promoting products and fostering a positive sense of self-worth among consumers.
Recommendations for Brands
- Inclusive Advertising: Use diverse models to represent the full spectrum of beauty.
- Positive Messaging: Shift messages from "You need this to be beautiful" to "Enhance your natural beauty with our products."
Empowering Self-Acceptance
Encouraging individuals to embrace their unique features and challenging harmful narratives are crucial steps. Empowering education on self-love and acceptance should begin early in life, moving toward an environment where diversity is celebrated.
Conclusion
The discourse surrounding skin whitening commercials and beauty standards is critical, reflecting deep-seated societal beliefs influenced by historical colonization. As the landscape of beauty evolves, individuals and brands alike should recognize and celebrate the richness of diversity instead of conforming to narrow beauty ideals. Embracing natural beauty, fostering self-acceptance, and promoting inclusivity will positively impact self-esteem and societal perceptions, paving the way for a more accepting and diverse world. It is time to normalize the beauty of every skin tone and embrace the unique characteristics that make each person who they are, ensuring that everyone feels represented and valued in society.
What are your thoughts about the recent controversial commercials about skin whitening? My first impression was... what the heck? I feel like it was incorrectly delivered
We have this beauty standard that suggests that Euro-centric or Euro-Asian like K-Pop is ideal. their facial structure in particular. Light skin with long and straight hair.
they see someone who has those qualities and meets those "standards." Honestly, I think that people make it seem
like they want to look like foreigners? Back then Filipinos were instilled with a strong sense of
colonial mentality. which was imprinted in us when we were colonized by Spain for 333 years. because you know how they consider like being dark skinned not that attractive
"Oh you're too dark." So I kind of spent my first 10 years of living or life kind of in and out London and Philippines. Ever since I got here all I saw was whitening products, Korean beauty products
whitening whitening everything I saw was just whitening. I think the beauty standards now for women at least in my generation. We're more open to
You know the natural Filipina Beauty... Morenas, Morena power and all that. What I feel like what the world or what society has done for us is kind of...
They always try and make them want something they're not. You know they implement brown skin to whiter girls and you know, they implement being lighter skinned to black and brown women.
I used to have very kinky hair They would tease me about it. And then I was dark so in pictures I would stand-out. Physically it's about my height since I'm short I'm only 5 feet tall.
It was because I used to have bad breakouts. I had acne and pimples. Sometimes I was treated as an outcast because of my acne. There were roles that
in school plays and class projects, the "stereotypically beautiful" ones were chosen over me. It was difficult as a child because when I played with my cousins and classmates I usually get picked last because they saw me as weird.
It really deflated and depressed me. It really lowered my self-confidence. I didn't realize how much potential I had because of those experiences.
I thought that because of how I looked I could only do backstage work. In London it was more of... it was weird because they kind of praise your brown skin White girls used to come up to me be like, oh, I love your skin
Like your tan all year round. But I guess in the US when I travel abroad People would always ask me "Are you Chinese? Are you Vietnamese?"
Growing up with that kind of two different experiences I went through like a big identity crisis, especially when I first got to London.
Back home people tell me "Oh you're too dark." But then in school or like people I saw they were like "Oh, you've got such nice skin color." So it was kind of trying to find that understanding of what is what.
Discrimination really isn't limited to strangers or people outside the family. Some family and friends would also discriminate. So for example, some family members would say words that hurt.
Think people just like to see or say something all the time just to make themselves feel better. Just so they could say something to make you feel bad.
Not really? Because they're goal is to promote the "perfect girl." I don't really see any black models or anything like that, or brown really brown skin models.
It's more pale skin and that 'chinita' or that 'mestiza' look. Unless they're kind of like use as comic relief like in comedy. They're kind of like joked about
People like take the piss out of them. The influence of media is very strong. Every time they show something that's what people believe.
Basically those are the causes of low self-esteem in girls. A little step goes a long way. Like in modelling, beauty products, and movies
we should strive to achieve better inclusivity When it comes to looks and body types. Sometimes you just wish that everyone can experience what other people benefit from.
But ofcourse in the Philippines the 'euro-centric' beauty standard is still prevalent. People really treat you differently when you have good looks you're treated with higher regard than you would get if you aren't good looking.
I think it's half. It's it's a yes-and-no thing. I guess it depends on the product.
Beauty products nowadays, the way they market it Sometimes it can get to people. Like sometimes it can make them feel less of themselves, especially if they don't get the effect they
Expect from that product. Every time I walk into Watson's or any beauty store or beauty whatever Everything is literally whitening or extra white. I feel like because of that
It's hard not to not want to be white or not want to be like of lighter complexion just because it's everywhere. But then it also does good because
to a certain extent it gives you the capability to improve the way you look. I have pimples. I have scars. It's not necessarily about covering up who I am
but it's more like it's an enhancement of what I already have. Way back then all of the foundations available were for lighter skin. But now that there's a wider range of options,
more people can express themselves better through make-up. Beauty products only do good if they offer you with
The idea that hey if you feel like our product will help you look more beautiful Or more confident then this is the product for you. For me, I personally use makeup. I use beauty products.
But it's a way of helping myself build confidence. It only does harm by the way are there promoted so they like those whitening brands. Oh, you look ugly. You need us to look beautiful.
First impression it was like... What the heck? They were trying to to send a good message but I feel like it was incorrectly delivered.
The message came across as offensive because Ofcourse you'd realize that this is a skin whitening product. Why else would they include a dark skinned girl than to portray her as inferior?
When they took pictures you could still see that the fair skinned girl stood out more than the dark skinned one. It was confusing because it was obviously for a skin whitening product. There are ways to promote while also saying that it's okay to be yourself, to have dark skin.
There isn't anything I would say. If I had the choice I would want to be taller I want to get my nose done since I find it really big.
I really didn't like myself because I was fat or chubby. I guess I would like to lose weight.
My biggest insecurities are my hair and skin color. It takes a lot of time Kind of being more aware about yourself. You have to go through that identity crisis
You have to go through that anxiety You have to go through the insecurities and then you have to learn to accept. When you grow older you just realize that the physical appearance doesn't really matter.
Despite me being tan, short, or having a flat nose, it's my identity. It's who I am. Especially for people like me who perform. I'm gonna stand out in the crowd in a positive way.
It's okay to be different It's okay to be not just like everybody else. It's okay to be yourself. I don't think I will ever change anything about myself just because I love my skin tone and like
I look tan all year round like they say like I'm just brown. We're all equal and we all deserve to love, to be loved, and to love ourselves.
Having experienced the discrimination I felt how horrible it was to pull myself down because everyone around you is saying that you're not good enough.
Let's start accepting who we are. It's okay. Even small steps like liking your face, liking your skin.
It's a small step but acceptance is everything. After I was able to appreciate myself I started to appreciate the beauty of other people as well.
It was like the stereotypes I also had in my mind were broken. It really starts within yourself. I know it sounds cliche but I swear it works.
Heads up!
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