大象传媒

I would say there is a quiet obsession with fair skin in Asian families. Regular, uncomfortable observations are often made by the elders of the family or prospective mother-in-laws, in search for beautiful girls for their sons.听

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The story is no different in India. It may even be more prevalent as skin lightening creams have been widely used there for years. The most popular brand is 鈥淔air and Lovely鈥� and this company鈥檚 advertising campaign is about as subtle as its name. It claims 鈥淏eauty is power.鈥�

These creams and similar European brands are being exported and sold at a number of beauty outlets across the country.

Redbridge beautician Farrah has been selling the German product 鈥淲hiten Care鈥� at her salon for eight years. She says she isn't surprised by its popularity. Farrah says:

Whitening creams sold at Farrah's

鈥淓verybody likes lighter skin, that鈥檚 a reality鈥t looks more fresh. But the skin colour you鈥檙e born with, you can鈥檛 change it.鈥�

She says these creams are no miracle products, they may help to readdress the tonal balance of your skin but don鈥檛 actual change the colour of it.

In 2003, one bleaching firm went too far. The court fined Yinka Bodyline and Beauty Express Cosmetics 拢100,000 for selling听lightening concoctions that could have caused permanent blood vessel damage and infection.

So perhaps this is why Harley Street doctors have jumped on the bandwagon and launched products they say are not just effective but also 鈥渞isk free.鈥� Velupillai Ilankovan is the Consultant Facial Surgeon who is responsible for these new creams. He told one paper there鈥檚 a huge need for them. Velupillai Ilankovan said:

鈥淰irtually every Black or Asian patient who comes to see me for skin improvement wants to have a lighter skin.鈥�

What does your skin colour say about you?

It will come as no surprise to learn a lot of ethical debate has arisen from the issue. Some say people are pandering to Western ideals of beauty, do you agree? Or is it no different from any other cosmetic surgery? What do you think? Would you want to change the colour of your skin?

Email : ramaa.sharma@bbc.co.uk