{"id":3896,"date":"2008-11-06T01:11:17","date_gmt":"2008-11-06T06:11:17","guid":{"rendered":"http:\/\/thesocietypages.org\/socimages\/?p=3896"},"modified":"2017-10-01T21:23:34","modified_gmt":"2017-10-02T02:23:34","slug":"unilever-selling-skin-lightening-cream-to-men","status":"publish","type":"post","link":"https:\/\/thesocietypages.org\/socimages\/2008\/11\/06\/unilever-selling-skin-lightening-cream-to-men\/","title":{"rendered":"Unilever Selling Skin Lightening Cream to Men"},"content":{"rendered":"<p style=\"text-align: left;\">No longer just for the lovely, Unilever&#8217;s &#8220;Fair and Lovely&#8221; is being marketed to men (see <a href=\"https:\/\/thesocietypages.org\/socimages\/2008\/04\/25\/fair-and-lovely-skin-lightening-cream-ad\/\" target=\"_self\">here<\/a> and <a href=\"https:\/\/thesocietypages.org\/socimages\/2008\/09\/20\/skin-lightener-sold-with-western-feminist-ideology\/\" target=\"_self\">here<\/a> for ads for &#8220;Fair and Lovely&#8221;).\u00a0 The marketing\u00a0is interesting on at least three levels:<\/p>\n<p style=\"text-align: left;\">(1) The ads exploits men&#8217;s insecurity about their appearance, just as they do for women.<\/p>\n<p style=\"text-align: left;\">(2) However, they masculinize the product with the &#8220;Fair and Handsome&#8221; name and, in the second commercial, by emphasizing the sporty-fighty-ness of the men using the product (see also our posts on <a href=\"https:\/\/thesocietypages.org\/socimages\/2008\/03\/12\/make-up-and-beauty-regimes-for-men\/\" target=\"_self\">make-up for men<\/a>,\u00a0 <a href=\"https:\/\/thesocietypages.org\/socimages\/2008\/06\/30\/redken-for-men-masculinizing-beauty-products\/\" target=\"_self\">masculinizing hair product<\/a>, and <a href=\"https:\/\/thesocietypages.org\/socimages\/2008\/04\/08\/touch-of-gray-mens-hair-dye-for-that-distinguished-look\/\" target=\"_self\">selling hair dye to men<\/a>).<\/p>\n<p style=\"text-align: left;\">(3) Though I don&#8217;t understand the language, the imagery of the arrows representing &#8220;Fair and Lovely&#8221; bouncing off of men&#8217;s skin seems to affirm the idea that men are inherently and biologically different from women&#8230; so much so that there would need to be a totally different product (kind of like the old &#8220;P.H. balanced for a woman&#8221; argument). Do correct me if I&#8217;m mistaken.<\/p>\n<p style=\"text-align: center;\">[youtube]http:\/\/www.youtube.com\/watch?v=MgBevCTBTJw&amp;feature=related[\/youtube]<\/p>\n<p>Via <a href=\"http:\/\/multicultclassics.blogspot.com\/2008\/11\/6113-life-is-fair.html\" target=\"_blank\" rel=\"noopener\">MultiCultClassics<\/a>.<\/p>\n<span class=\"ft_signature\"><em><a href=\"http:\/\/lisa-wade.com\/\">Lisa Wade, PhD<\/a> is an Associate Professor at Tulane University. She is the author of <\/em><a href=\"https:\/\/www.amazon.com\/American-Hookup-New-Culture-Campus\/dp\/039328509X?ie=UTF8&amp;*Version*=1&amp;*entries*=0\">American Hookup<\/a><em>, a book about college sexual culture; a <a href=\"https:\/\/www.amazon.com\/Gender-Interactions-Institutions-Lisa-Wade\/dp\/0393931072?ie=UTF8&amp;*Version*=1&amp;*entries*=0\">textbook about gender<\/a>; and a forthcoming introductory text: <\/em><a href=\"https:\/\/lisa-wade.com\/intro\/\">Terrible Magnificent Sociology<\/a><em>.\u00a0You can follow her on <a href=\"https:\/\/twitter.com\/lisawade\">Twitter<\/a> and <a href=\"https:\/\/www.instagram.com\/lisawadephd\/\">Instagram<\/a>.<\/em><\/span>","protected":false},"excerpt":{"rendered":"<p>No longer just for the lovely, Unilever&#8217;s &#8220;Fair and Lovely&#8221; is being marketed to men (see here and here for ads for &#8220;Fair and Lovely&#8221;).\u00a0 The marketing\u00a0is interesting on at least three levels: (1) The ads exploits men&#8217;s insecurity about their appearance, just as they do for women. (2) However, they masculinize the product with [&hellip;]<\/p>\n","protected":false},"author":51,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[218,55,2089,2087,23703,1784,285,1759],"class_list":["post-3896","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-bodies","tag-gender","tag-gender-beauty","tag-gender-masculinity","tag-marketing","tag-nation-india","tag-raceethnicity","tag-raceethnicity-asianspacific-islanders"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/3896","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/users\/51"}],"replies":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/comments?post=3896"}],"version-history":[{"count":7,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/3896\/revisions"}],"predecessor-version":[{"id":71954,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/posts\/3896\/revisions\/71954"}],"wp:attachment":[{"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/media?parent=3896"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/categories?post=3896"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocietypages.org\/socimages\/wp-json\/wp\/v2\/tags?post=3896"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}