A Thai Advertisement company showed a 30 second segment sponsoring a skin bleaching pills Snowz where two Asian young women, one completely white and spotless looking confident and proud and the other “blackfaced,” ashamed with low self esteem. This ad didn’t caused a positive effect instead it caused an outrage over their racist ideas of beauty.
In Snowz campaign tagline “If You’re White, You Will Win” struck a chord of every minorities specially in the states where this news came around and I don’t blame them. The ad is insensitive, evil and denigrating. How come being dark doesn’t give the right to be successful? How come being dark in many cases our doors becomes locked when it comes to relationships, work, family, and being accepted in society? How come being dark they deserve all the bad experiences they don’t want in their lives?
In the award winning documentary “Dark Girls” it features stories of battered, hurtful women dealing with the stigma of being dark skin and it shows from family members to their neighborhoods, to society. The bashing is constant. Words like “You look pretty, for a black girl” among being bullied is a reminder, a terrible reminder that this world is cruel, insensitive and racist. From their hair to the tip of their toes we have been scrutinized, victimized, inspected against our wishes like cattle to see if we’re passed or rejected by society standards. It’s sad that thousands of Black girls had endured and keep it in silence, their shame of being dark and tragically they result in hating themselves for their physical appearance and they start scraping everything from their hair to their skin in order to look more Eurocentric.
This concept of being dark constitutes being undesirable, unloved, unappreciated not only for their families but for society has to stop. Even in Thailand have this mentality that if they’re light skinned, they could be successful while being dark you get everything to lose it causes a lot of emotional and physical damage to women and men. Countries like India, Africa also have adopted this idea to look Eurocentric in order to get a career, get “meaningful” relationships and being accepted in society. It is damaging not only for the individual but for the whole community.
But lets see the product Snowz
It is a skin bleaching pills that contains L-Glutathoine an important antioxidant that protect important cellular components, but it’s uses are very simple for Cancer cells, have studies with mixed results with people with Cystic Fibrosis. In winemaking to produce a browning effect on white wine and it’s used for cosmetic purposes to make their brown skin look lighter by:
Inhibiting melanin synthesis by means of stopping L-DOPA’s ability to interact with tyrosinase in the process of melanin production.
In other words it prevents melanin from producing in our skin changing the skin to a lighter shade. And this is NOT the only product in the market that tries to “help” people earning light skin. There’s hundred of products not only in Asia but also in United States that destroys Black women and men in order to hate more of themselves and eliminate what they make them special. Not only that, these products aren’t regulated and aren’t investigated to prove their uses, making these products dangerous in many cases.
Black women should learn or re-learn to accept themselves, to appreciate themselves before loving themselves. It’s a difficult and rough road to follow but if society will stop pressuring these girls to be something they’re not, their lives, their self-esteem will be productive and better for themselves and their community.
Update: The company Snowz released an apology related to the ad claiming:
Regarding the controversial clip of Snowz Gluta starring Cris Horwang, Seoul Secret, as the rightful owner of the video clip, would like to apologize for the mistake, and claim full responsibility for this incident. Our company did not have any intention to convey discriminatory or racist messages.
What we intended to convey was that self-improvement in terms of personality, appearance, skills, and professionalism is crucial.
However, we would like to express a heartfelt apology and thank you all for the comments. Currently, we have removed the video clip, related advertisements, and other planned materials to show our responsibility in this incident.
But it’s too late, the damage is already done.