Skin ‘Fairness’—Culturally Embedded Meaning and Branding Implications

Abstract

Fairness of skin objectively refers to a certain level of pigmentation of skin. But in the culturally constructed world it is embedded with socially defined meaning. The pull for developing skin fairness stems from culturally held meaning and its role in negotiation of life roles and goals. Brand builders in the skin fairness market require cultivation of a deeper knowledge of psycho-social significance of fairness. The premium attached to fair skin is only a manifestation of some below the surface reality which must be accessed and understood. Brands must appropriate meaning beyond product functionality to develop higher order relevance for consumers. This study attempted to explore the culturally defined meaning of fairness employing the critical incident technique as method of inquiry. The socio-cultural conditioning in India places skin fairness on a higher altar of desirability and even godliness. The desirability of fairness stems from the hidden meaning. The study reveals fairness is both an end state itself and also instrumental. It is a personally desirable state for being ‘perfect’, ‘Godly’ and ‘treasure’. At the same time it is coveted for its instrumentality in achieving the desired end states of existence. The fairer people feel psychological ‘high’ by feeling ‘confident’, ‘attractive’, ‘admired’ and ‘envied’.