Nadinola Bleaching Cream

If a black woman had dark skin she would resemble a man, therefore making her ugly in society’s standards. This pressures black women to constantly be "compatible with the white female standard of beauty" (Ashe 580) in order to be socially accepted in society. Intuitively black women understood that in order to be considered desirable, the less black they had to look. This unfortunate perception of beauty stems from a long pattern of "sociohistorical racial injustices" (Bealer 312) towards darker skinned African Americans. Maria Racine states in her review that since slavery black people who approximated closer to whites were sexually sought after by black slave men and white plantation owners and were considered to live a somewhat "easy coexistence" because of their appearance (Racine 283). Since it’s start, colorism laid the pathway of racial prejudice towards dark skinned individuals. The result of treating dark African Americans as subhuman beings led to the altering of the black psyche by creating a "pervasive hierarchy" of beauty that black woman constantly combated or were forced to accept. (Bealer 312).

During these years black entrepreneurs, journalists, and activists strove to promote black beauty ideals, practices, and products. But by this period a white supremacist beauty ideal was already well established; the black strug¬gle for dignity was against a foe that is fairly familiar to us today” (Camp 677).

Back in the early 1800’s, the color of one’s skin mattered amongst African Americans and Caucasian people. There was infidelity between the Caucasian slave owners and the African American slaves. Of course, the outcome of that produced a fairer toned child. In most cases the child could pass as white. The mixed toned kids got to be inside doing housework, while the dark Negroes worked in the fields, under extraneous work conditions,”their dark-toned peers toiled in the fields”(Maxwell). From the early 1800’s to modern day, there is controversy that light or bi-racial African Americans are better than dark colored African Americans. African Americans had to go through tests to see if they were able to receive priviledges

In “The roots of racism,” according to Lance Selfa, the origin of racism began with the growth of slavery. The latter was initially used for profit means only, free from racist ideas, as it was a cheaper alternative for labor; however, it eventually became an ethical and racial issue. Mass media, that once was a vehicle to spread culture and competent journalism, began to be used to reinforce racist stereotypes and black subordination in relation to white people. New black characters began to rise, inside and outside of the screen, portrayed in degrading roles linked with their dark skin color. For the most part, this negative association has remained unchanged through the years, if not inside films and books, inside the public’s subconscious.

White companies and white faces with white products…white. With the population of America containing thirty-seven million African and African-Americans, racism is not only discriminatory but also is socially submerged within the terms of “beauty” (Bureau of labor statistics). Women in history have been seen as inferior to men; now, in the twenty-first century, women have been subcategorized in racial boundaries including color being the most prominent divider. As the famous Shakespeare said, “Beauty is in the eye of the beholder.” In most 21st century companies the owners of major cosmetic brands such as Too Faced and Benefit are owned and founded by white individuals, which makes sense because the promotional models are mostly white.

The intended audience for this article is people of Caucasian descent. “Yes, we all have unconscious biases, but white people 's biases support a racist system”(Blake, 4). In America, the Civil Rights movement was about freedom of people of color from white supremacy. While people of color are able to enjoy freedoms that they were not able to enjoy in previous centuries, there are still remnants of racial prejudices that exist. The author argues that while everyone stereotypes, racism continues to persist because of the stereotypes of prominent white persons.

Many are unaware of the effects that race has played in their lives over the years. Some may not understand its implications, but are very oblivious to it. Race can influence such things like attitude and behavior. Nowadays being white or black means something more than just a Crayola color. No longer are they just colors, they are races with their own rules and regulations. People of color have been inferior to the white race for centuries. In their own way Zora Neale Hurston shows this concept in her story “How it feels to be Colored Me” as does Richard Wright in his autobiographical sketch “The Ethics of Living Jim Crow”.

Racial discrimination has persisted in American societies from the oppressiveness of servitude to lawful seclusion. Digressing in severity, Americans are presently burdened with the modern manifestation of those years of racial intolerance and prejudice - a new definition of racism. While slavery and lawful segregation, such as Jim Crow Laws, are a thing of the past – by less than a century – racism is still an intrinsic societal problem that has subliminally permeated American culture. A 1947 study to determine the racial preference of “Negro” children exemplified the preference Caucasian and African American children, of all skin pigmentations, had for white baby dolls, which were inherently more beautiful and desirable (Clark and Clark p. 169-78). Variations of this study repeated as late as 2010, show little improvement of this perception that a white baby doll is more desirable and attractive than a colored baby doll (Cooper).

Its cosmetic department may face a similar situation to Gerdeman’s article where skin color bias is promoted through advertising. Skin whitening creams can be found in the cosmetic department along with propaganda to encourage customers to buy their merchandise. To ensure that there is no bias portrayed in the media, managers must reconsider how to portray an impartial view on fairer skin tones leading to happiness. If I were to lead the marketing campaign for skin lightening products at Macy’s, I would equally promote the product for restoring an individual’s natural complexion from damages of the sun. By taking this course of action, there is no particular skin color that is favored by the Macy’s establishment.

As the research continues it becomes ever more important to discuss how exactly the differing pigmentation of one race of people actually occurs, because I feel that it has an effect on the way colorism is handled throughout the African American community. There are two ways in which a person of African descent can be of a lighter complexion; the first being amalgamation, which is the coming together of both the black and white races and reproducing to make a mulatto or mixed race child and the second is the use of cosmetic creams in attempt to bleach one’s skin until they too appear mulatto (Dorman 48). This is relevant because, it shows the extremes that people are willing to go to reach the highest plateau of social acceptance. Many of these creams were painful acidic chemicals slowly burning away the pigmentation as people slept, while others were considered mild abrasive materials used to “gently” scrape away dark pigments (Dorman

This alone was reason enough for envy and hatred” (Packer 179). The “envy and hatred” blacks bear towards white people is due to the prevailing elegance the whites seem to radiate. For a fourth grader, the smallest thing such as someone’s hair is deemed sufficient to cultivate belligerent feelings toward that person. Such encouragement fuels prejudices and eventually result in racism. Often the society and the environment in which children are raised pass down these prejudices. The Anti-Defamation League wrote in an article, “Blacks and others are seen by racists as merely subhuman, more like beasts than men.”

Being a woman this heightens my social awareness as how others perceive me. Society dictates ‘the body beautiful’. Magazines, Bill-boards, TV and newspapers constantly suggest the need to have a perfect complexion. This influences

Beauty is an important aspect of many women’s lives, often dictating their everyday behaviours. Women are held to narrow, unrealistic expectations of what they should look like; these expectations being portrayed through beauty ideals and trends. Although these trends, and the advertisements they are promoted through, seem relatively harmless, they can often reinforce racism and become their own system of oppression. Throughout cultures, dark-skin is seen as unwanted and unappealing, whereas light-skin is valued and privileged. This white supremacist ideal is propagated through these various beauty trends and their advertising, inseminating privilege towards lighter skin shades. The beauty trend of using skin-bleaching creams to lighten one’s

This paper addresses whitewashing because it seeks to show the impact it has had on society so that one can better understand the effects of it today in the 21st century. Understanding the foundational elements of whitewashing from the perspective of various topics will reveal the underlying causes of whitewash and its impact on the affected race today. Among the things that will be covered to reveal its impact will be how it has affected the educational systems, standards of beauty, and racial disparities in the criminal justice system, religion, and politics. The perspective this paper will be taking will be that whitewashing has had a negative impact on that of blacks and other minorities groups. This paper will be starting with the educational systems as this is the foundation where blacks as a people get their enlightenment

Colorism is the prejudice or discrimination against individuals with a dark skin tone, typically among people of the same ethnic or racial group. Colorism has been one of the most prominent dividing factors amongst multitudes of ethnicities and cultures. Lighter skin has been associated with higher levels of intelligence, wealth, attractiveness, and more. As a result, those of darker complexions have undergone drastic and harmful measures in order to meet these restrictive beauty standards. Advertisements exhibit men and women with creamy white skin and silky straight hair. Companies have profited off of colorism by selling skin bleaching and hair straightening products. The damage colorism has created amongst communities physically and psychologically is deplorable.