It has been scientifically proven that skin color is determined by the amount and type of melanin and pigment in the skin. Other than the environmental factors there is some other factors like genetic, upon which the complexion also depends.
Men in Asia are not unaffected by the fairness phenomenon. Once considered a product for use by womem only, the preoccupation with skin tone has now ensured that fairness creams specifically formulated for men are being introduced in the market. The cream is especially popular amongst metro sexual.
If you look at the last five hundred years of human history, humans have constantly labeled and stereotyped each other on the basis of skin color. Be it racism, slavery or the Asian preoccupation with `fair' brides -- people have established a hierarchical color terminology in which darker skin is seen as being of lowest social value, and lighter skin of highest.
All about fairness creams
Fairness is considered equal to attractiveness. People use fairness creams with the intention to change or improve their complexion, irrespective of whether they have dark or fair complexion.
