1. Domination of fair skin: Skin whitening, Indian women and public health SAVITA MALIK, MPH, EdD (c) Show the impact of “whiteness” on Indian women who use skin lightening techniques Examine the negative impact of such techniques both mentally and physically that make this a public health issue Explore ways of mitigating the negative impact that the media and skin lightening techniques to reduce the public health consequences. Purpose Introduction Skin lightening has long been an issue that affects the health of women all over the world. This study looks at the impact on Indian women. Unilever (who owns Fair and Lovely) claims to have a customer base of 27 million Indians who use their product regularly. Skin color is still one of the fundamental characteristics of woman, taken into consideration before her education, professional status or personality. One key informant said, “When people are describing me, they would still say that ‘Neethy is of wheatish complexion and a bit plump.’ Only after that might they mention, ‘she’s a project manager with a masters’ degree.’” Methods Literature review with focus on historical context Media analysis K e y in f o r m a nt in te r vi e w s Literature Review Results Fair skin is intimately linked with class and privilege in India. Fair skin is intimately linked with class and privilege in India. The reality of a “color complex” dictates the difference in how lighter skinned people and darker skinned people are treated. The reality of a “color complex” dictates the difference in how lighter skinned people and darker skinned people are treated. Lighter skin = Higher self-esteem and perception of marriage ability. Lighter skin = Higher self-esteem and perception of marriage ability. COLORISM Whiteness = Power and Privilege Whiteness = Power and Privilege People are treated according to their skin tone People are treated according to their skin tone Beauty & intelligence are tied to Whiteness; the fairer the skin, the more beautiful and intelligent one is considered Beauty & intelligence are tied to Whiteness; the fairer the skin, the more beautiful and intelligent one is considered This ideology has a direct impact on women’s health This ideology has a direct impact on women’s health Theoretical Framework Impact Of The Media Facebook applications TV ads Billboards You tube videos Magazine ads COLORISM Between 1998 and 2000, the number of new fairness cream brands has quadrupled and the market among those who buy these products has almost tripled in size Sonali Johnson, in the Journal of Health Management says that “India's historical preoccupation with fair skin is in fact racism and sexism expressed through various cultural and historical mediums and reinforced by the contemporary beauty industry (2002).” Health Implications Skin irritation Greater susceptibili ty to skin cancer Surface skin burns Permanent scarring or discolorati on MENTAL AND EMOTIONAL Lighter skinned women had higher levels of body satisfaction, less depression and higher levels of overall happiness. Implication that lighter skinned women are more attractive in the marriage market Solutions Pressure from women’s groups toward companies to withdraw ads PHYSICAL Conferences, research to combat stereotypical views of women Media: print, online and film For more information, contact smalik@sfsu.edu