Across the world, especially in Asia and the Middle East but increasingly in the West and Europe, skin lightening is an enormous industry, expected to reach $10 billion by 2015. That’s right – skin lightening. And it seems to be recession-resistant, undergoing a period of tremendous growth.
Why? Why would anyone want to get lighter?
Interestingly enough, the bronzed look that most Caucasians in North America and Europe strive for is actually a minority opinion when compared with the aesthetic ideals in many other cultures around the globe. In the United Arab Emirates, for example, women desire to have a fair, porcelain complexion, one that shows the person is not a laborer who is constantly exposed to the elements but rather an affluent person who spends more time indoors. This applies even in the states and cultures where women cover their heads and faces, whether by law or custom. In fact, many consider the garments as protection from the sun – and from becoming darker.
One of the organizers of the Beautyworld 2010 Middle East trade show in Dubai, Elisabeth Brehl, shared more information on the state of the skin-lightening industry: “The growth in ethnic populations in the U.K. and U.S. is now said to have accelerated demand for lightening products in the West. Over time, skin whitening products have grown from being limited to only facial care, to encompass overall skincare. Another trend witnessed in the skin whitening market is the huge rise in usage of skin lightening products by men.” That last part about reaching men ought to pique the curiosity of salon owners, who have been coveting more male customers for a long time. There’s also no question that an intense period of immigration this decade has changed the ethnic landscape of the United States.
All assumptions about political correctness aside – discussions about light skin, dark skin and which is better often plummet into racism – it’s clear that there is a demand for these products. The source article from Eye of Dubai mentions the anti-aging benefits that western customers often seek from skin-lightening products.
Instead of viewing skin-lightening as an antagonist to tanning, perhaps it’s a complementary business. After all, salon owners are trying to help their clients achieve their health and cosmetic goals, whether that’s through a nice tan, a boost of vitamin D or, perhaps, making their skin lighter. Given the fact that the products are selling, even amid the recession, it might not be a bad idea to research them further. Without question, though, it’s a tough concept for an industry geared toward preventing pastiness that lighter, for some, is better.
