You are a failure, and have struggled to get a job, a girl friend, a boy friend, you couldn't succeed in your career, and you are being constantly ignored. What you do is that you start applying a cream, and suddenly you've become several shades lighter. As soon as this happens, the misery that once surrounded you has now become your past. You become a successful, confident crew on board an airplane, people begin to admire you, and you walk with a glowing smile while people are stunned watching you. Do you buy this? Well, Indian media is selling you this nonsense, and there is a market.
Fairness creams for tough men, dark spots, armpits, and even vagina, you can now bleach every part on you. Media has sold an image so unreal and inconsistent with something so natural to the sub-continent - their dark skin color. Dermatologists have also played a significant role in the development of this sociological problem. You can find prescribed skin whitening products on the shelves of your nearest chemist. People want to get that desirable skin color, and they go to any length in achieving this. Skin peeling treatment is a procedure where an acid such as glycolic acid is left on your skin. This should be repeated every month, and you can't go under the sun. Fair complexion in our society is unfortunately suggestive of being rich, and that you don't have to go under the sun for work. Work that laborers do, those that sellers do, and those who live on the streets. We live in a society where one's skin color, so fundamental to themselves is a determining factor when they are to marry or even socialize.
Media has pushed the benchmark of beauty to an unrealistic standard. Women today spend thousands of rupees on skin lightning products, men are not behind in the race. There is a widespread illiteracy on the dangerous effects of these creams. Pharma companies are minting money, doctors are being profited, but results are inconsiderable and transient. A sociological problem, where being dark is considered an illness and people resort to treating it, has been aggravated by an uncontrolled media that shows an impossibly desirable image.