Ads that tell us we are ugly

Published: July 22, 2011

I was at Madihas, a convenience store near my house. We were out of cat food, and I knew better than to waste a second with mewing felines. After stacking up on cans of Whiskas, I walked to the checkout, where I noticed a curious looking product sitting on the counter.

On its packaging, the product proudly sported an unequivocally grotesque picture. It was the face of some dude, with one exact half significantly lighter skinned than the other. It eerily reminded me of a poster of the Incredible Hulk, where one half of the face is Dr Bruce Banner, while the other is the green monstrosity he can morph into.

Above the image, sat the ridiculous words ‘Fair and Handsome’ in large fonts; as if the product was asking if I wanted to be fair and handsome, or dark and unsightly. As I stared at the box which so offended my senses, I wondered what sort of a tottering buffoon would purchase something so ill-advised.

I looked up, and there stood the buffoon. And he was actually a good looking young fellow. In his early 20s, the buffoon was bronze skinned, tall, and toned well enough to suggest that he hit the gym.  Bewildered, I had another look at the cosmetic product he was buying, and then glanced back at him. Then, I did it again. And then a third time.

The buffoon was clearly growing uncomfortable. “Stop it!” My brain commanded my eyes to stop darting between the buffoon and the cream he was purchasing, but my peepers had gone rogue. Thankfully, my brain was finally able to exert some control until he departed.

As I paid for the food of my feline overlords, I asked the cashier if such skin lightening products sold well. He told me that they were one of their hottest selling items.

I didn’t think of the episode till a few weeks later.

My mother and I were sitting on the couch watching TV. Shakira was on, singing “My hips don’t lie,” a song title, which I realised didn’t quite sound as right in Urdu: Meray koolay jhoot nahee boltay.

It was then that the phone rang. Unbeknownst to me, it was some mother, looking for a rishta for her daughter. Normally, when we get such unsolicited phone calls, and I am the one to answer them, I either pretend that I am a fire worshiper, or that I am insanely drunk*. Sometimes, when I am in a good mood, I do both.

“Ahhhh! I was drinking and worshiping fire when I had an accident and now I am burning.”

They seem to hang up quite quickly after that.

Fortunately, for the poor soul calling, my mother was the one that answered. She listened for a few minutes, nodding, until a curious look came over her face. After a few minutes, the conversation was over.

“Mumma, who was that?”

I asked, as I watched Shahid Afridi promote the latest Fair & Lovely cream on TV.

“It was some mother.”

“Does she like drunken fire worshippers?”


I looked at my mother. Something about the telephonic conversation had upset her; normally, she could take two or three of my fire worshiping jokes before telling me off. After a pause, my mother began to tell me what the lady on the phone had said, and it was unsettling.

The caller started by telling my mother that she was looking for a bloke for her daughter, who apparently had a dark complexion. Then, she told my mother that her daughter was very sensitive about her skin colour, because of what people had told her over the years. She then proceeded to say that her daughter was using skin lightening products, and that she was very sensitive about her ‘issue’.

The whole thing boggled my mind.

I support a person wanting to improve their looks by hitting the gym, dressing sharper and eating healthier.

But the colour of your skin isn’t a deficiency, it is a characteristic. Eva Longoria, Will Smith, Halle Berry, Vanessa Williams are some of the most beautiful looking people in the world. Imagine if they were suddenly whiter.

Would Will Smith look better as a white dude?

Did Michael Jackson look better when he started looking like a white woman?

It is unfortunate that people in our society get away with such racism.

Do imbeciles who judge others on the basis of skin colour, really need their opinions validated?

Every time there is a Fair & Lovely commercial on TV, some bigot watching, is feeling justified.

*The author wants to clarify that he is neither a drunkard, nor a fire worshiper. As much as he would appreciate the irony, he wouldn’t really want to be set on fire for his jesting.

Noman Ansari

Noman Ansari

The author is the editor-in-chief of IGN Pakistan, and has been reviewing films and writing opinion pieces for The Express Tribune as well as Dawn for five years. He tweets as @Pugnate (

The views expressed by the writer and the reader comments do not necessarily reflect the views and policies of The Express Tribune.

  • PostMan

    The people who criticize the skin fairness creams as racist are usually fair skinned themselves. The rest use creams.Recommend

  • Shumaila

    You speak the voice of my heart, Noman Ansari. If I have to suffer another whitening cream ad on the idiot-box again, I’m going to either go stark raving mad or kill someone.

    An amusing style of writing though, you made the point without sounding whiny. Plus I laughed out loud at the fire-worshipping bit :DRecommend

  • Brown & Proud.

    What a wonderful piece. Very amusing and I laughed several times. Brilliant writing.

    @PostMan: That is such a poor thing to say. It is ironic that the first comment on this article confirms what he says. So when an American white male speaks out against racism, it is because they are not black? When a woman speaks for the rights of abused women, it is because they she hasn’t gotten beaten themselves?

    You don’t have to be black, white, brown, or blue to see something that is just WRONG. Recommend

  • Omar

    Haha a very funny piece! If we had the technology and an abundance of riches available in Pakistan half the men out there would be a mirror image of the queen, err king, of pop, Michale Jackson :pRecommend

  • Athenian

    I’ve commented again on the same issue in the past and said that in my country darker skin colour is considered to be a sign of beauty and health. In fact there are products in the market such as creams and sprays that promise to give you the nice dark healthy look you need to have in order to go to the beach proud and not embarassed for the white skin winter left you with. I find it as stupid and funny as I find obsession with fair complexion. We are in the middle of summer and beaches here in Greece are packed everyday with thousands of people who disregard how harmful the sun can be and desparately try to tan as much as they can. What is the point of trying to be darker or fairer? What counts for each one of us is personality, behaviour, heart and mind, not the colour of our skin. Pakistanis are lucky to have such a beautiful complexion although they themselves seem not to understand it! Recommend

  • M. Khan

    @ Athenian–well said! I really don’t understand this obession with either fair or dark complexion. And the sad thing is that national and international celebrities are promoting these products. These people are supposed to be role models for the rest of us and yet they’re promoting such unhealthy practices.Recommend

  • M. Khan

    @PostMan: That is totally untrue. I know plenty of dark skinned south asian women, including my sister, that are very confident with their skin complexion and denounce such creams. However, they are all American-raised, so that might have contributed to their confidence. Its really about what environment you are brought up in and not about what skin color you’re born with.Recommend

  • ren

    I find the whole skin lightening products abosolutely ridiculous but only slightly moreso than people in the west seem to be obsessed with tanning. We all want to be something we’re not and that’s not inherently racist.

    However, the existence and marketing of these products and what it does to the lives of the people you describe is racist.

    It’s strange, I’m a brown guy living in Canada and whenever I go to India or family functions I’m always complemented on how fair I am and how that’s a good thing. Lately I’ve been responding by complimenting them back on black their hair is or how blue their shirt is. They don’t seem to get it. Recommend

  • AZ

    a very well-written and amusing piece.

    good job again Mr. Writer ManRecommend

  • ren

    I find the whole skin lightening products absolutely ridiculous but only slightly moreso than people in the west seem to be obsessed with tanning. We all want to be something we’re not and that’s not inherently racist.

    However, the existence and marketing of these products and what it does to the lives of the people you describe is racist.

    It’s strange, I’m a brown guy in Canada and whenever I go to India or family functions I’m always complemented on how fair I am and how that’s a good thing. Lately I’ve been responding by complimenting them back on black their hair is or how blue their shirt is. They don’t seem to get it. Recommend

  • The Forbidden Fruit

    It’s as wrong to judge people by their looks as it is to label them a buffoon for using some product. The real nuisance is the one who tells people how kaala/kaali they are!Recommend

  • Noman Ansari

    @PostMan: The fact that you believe this, and so many people agree with you, is sad. It is all in the head, and I believe it is a perception that hopefully can change.

    But when you have dudes like Shahid Afridi and Sharo Khan (the Indian actor) promoting this rubbish, then, Huston, we have a problem. Recommend

  • Noman Ansari


    What shocks me is how many celebs sell their souls to market this product. My feeling is that they get some of the biggest paychecks of their lives. Recommend

  • Noman Ansari


    Great post. BTW I love souvlakis… I used to have one every other day with the salad with the feta cheese… I miss it :P

    But, honestly, I find darker skin tones more attractive myself. But that’s just a preference. It is one thing for white folk to go to the tanning salon and try to look bronzed for the summer, and another, what is happening here. Here, it is flat out racism if women and men are going through mental anguish and that they find that society is judging them. I have actually heard of parents not being happy with their children’s choice of spouse/boyfriend/girlfriend etc., because of skin color.

    It is just messed up.

    @M. Khan: Yup, you hit the nail on the head. It is about the environment you are brought up in. There is only so much self confidence a person can exude, when at every corner he learns that he/she isn’t attractive.

    Ahhh it is so messed up. :)Recommend

  • sabeen
  • Faraz Talat

    In USA, white people are often quite obsessed about going to tanning salons or sunbathing at the beaches. It’s not because they mind being white. For them, having a darker skin tone is a cosmetic preference.

    For us, the opposite is true, but the same principle applies here as well. Saying that people “judge you by your color” makes them sound racist, which they’re not. It’s just a cosmetic preference.

    What you’re really up against, Noman, is how superficial some people can be. It’s not just a matter of complexion. External beauty is the only characteristic some people hold dear, and everything else seems to come second, which is just plain ridiculous.Recommend

  • Noman Ansari

    @Faraz Talat:

    But there is a difference between white Americans hitting tanning salons, and Pakistanis using skin lightening creams. It isn’t just a cosmetic preference… it is an actual difference in principal as you say.

    White Americans hitting tanning salons because they want to look good on the beach, and dark Pakistanis, using cosmetics to look lighter so that they can find better jobs, or get married is a huge difference.

    It isn’t just a cosmetic preference. It is racism, when people are being treated differently because of their skin color.

    Do white Americans get tans in salons because they want to do better in life? Getting a tan in the salon is similar to coloring your hair or whatever.

    My final point is this. When was the last time you say an advert for a tanning salon where they showed a girl who couldn’t succeed in life and her love life because she wasn’t “tanned” enough?

    So many adverts for Fair & Lovely, show women depressed and unhappy, until they start using the cream. It is just stupid. Recommend

  • Muhammad Saifullah Khalid

    these products are good for nothing. they spoil your skin or hair (wherever you use) after you stop using these products.Recommend

  • Touheed

    thats all about marketing…:)Recommend

  • Taha

    Hello Noman, great observation and I couldnt agree more.

    A point to note, however, is that Eva Longoria, Will Smith, Halle Berry, Vanessa Williams are all light skinned black people. That alone could very well be the reason for their fame and popularity, despite their varied talent and attractive facial features. Do you know of any normal skinned African american actor admired for his/her looks? (Case in point, wesley snipes, bill cosby, danny glover)? Even amongst people of African origin, there is fairness-frenzy. Its sad, but true. Trust me, I am i am from Tanzania, so I know.Recommend

  • PostMan

    @everyone who commented on my comment:

    It was a sarcasm. It was specifically focused on Pakistani awam. I too have called fair skin creams as racist way back in 2005 and my mother thinks I am fair skinned. You cant really blame mothers right?Recommend

  • Pagall

    People with dark completions only have genuine color, they don’t change no matter they blush and even weatherproof ;)
    While white … they change … they turn red when they blush, red in cold with blue lips.
    (My opinion)Recommend

  • st

    My mother and I were sitting on the couch watching TV. Shakira was on, singing “My hips don’t lie,” a song title, which I realised didn’t quite sound as right in Urdu: Meray koolay jhoot nahee boltay.

    What was the point of that paragraph? Trying too hard to be funny?Recommend

  • Anthony Permal

    @Taha: Actually, yes and i’ll name them: Denzel Washington. I know many women – fair or dark – who fall in love when he’s on screen; Jamie Foxx, Tyrese Gibson, Kelly Rowland, etc. There are MANY dark skinned African Americans who are known to be very good looking.

    Noman, good article, and something I am very vocal about too.

    I never fail to seize the opportunity to let a man or woman or mother looking for a gori bahu or damad know how filthy their mindset is. Recommend

  • Saira

    Your article proves once more how hypocritical the society we live in is. We have double standards about everything, infact there are no standards at all! We are being made to think that physical beauty, including being ‘fair’ is the ultimate goal a girl should achieve.
    I see prospective mother in laws focusing more on how beautiful the girl is, rather than her personality. They may marry their sons to fair doll like girls and are heard gushing at the wedding ‘oh how beautifull and fair she is…isn’t she like a doll! oh so pretty!! ” and then a few months after the marriage you hear those same women complaining about a 1000 issues and problems they are having with them. I looked at them incredulously at first but now i realise these woman are lost, confused with no sense or sensibilities. I heard a MIL talking about her DIL “she’s evil conniving girl who never helps with anything in the house but going to the parlour and wasting my son’s money and when he comes home in evening she say’s she soooo tired of being stuck in the house she needs an outing!”
    Well MIL, tough luck :PRecommend

  • Shumaila

    That’s so true Noman, you know I completely lost respect for Zubaida Tariq when she did that goat milk whitening soap ad. I mean, for shame, you’re abusing the respect and trust thousands of women all over Pakistan have for you, just so you can shove another substandard product up their noses. Everyone is such a corporate wh*re these days, its just depressing. Recommend

  • sumaiya

    great piece :)Recommend

  • Noman Ansari

    @Taha: I have a Canadian friend, who obsesses over Wesley Snipes, like she has some disease and Snipes is the cure.

    Denzel Washington — my favorite actor (The Hurricane, Malcolm X). I haven’t met a woman yet who isn’t attracted to him… not that every woman I meet I ask if they find Denzel attractive… Wait… maybe I should. It would be a good icebreaker.

    BTW, after reading your comment, the name that immediately came into my head was Rutina Wesley. She is the actress from True Blood, and is quite beautiful. Another name that off the top of my head is “Isha Sesay”, who is the anchor on CNN. There are others I am sure, but you being from Tanzania would know better? What is the local film industry like? I’d be interested to know. Recommend

  • Noman Ansari

    @Shumaila: Yup, that sums up my thoughts on Shahid Afridi as well. I lost any respect I had for him.

    @Saira: Absolutely. If a an in-law/boyfriend/potential spouse only likes you because of your looks, then the relationship will be highly superficial and is doomed either for complete disaster and/or a lifetime of misery.

    At the same time, I don’t believe that people should play the victim either. Don’t get into a relationship unless the other person/family or whatever is attracted to you because of your intelligence/personality etc.

    Anyway, I will stop before I get too preachy. :P

    From reading your comments, I realize that half the problem is that MILs don’t get out. They have absolutely nothing to do, except bicker at home, and that’s probably why their mind starts to rot. The other thing is that they were probably mistreated themselves at some point.

    @Anthony Permal: Thanks Anthony. You are on to something, I feel. I think this mindset is more prevalent with the “elders” in Pakistani society; the younger generation wouldn’t care as much about this nastiness.

    @st: No sir. Not me. How did that get in there?

    @PostMan: Whoops. Sorry I didn’t pick up on it. Recommend

  • Atif

    @st: But dis was so funny part. I laughed out hard. Recommend

  • Hira

    I am not dark – I am average – but I feel a social pressure to be white whiter whitest. My brain knows it’s stupid but say when i hold someone’s hand I do look down and notice if there skin is lighter than mive. If the guy has lighter skin I feel like I have some how failed. I know it is stupid. But it’s true.Recommend

  • Xessive

    Great article! We see a lot of that stuff here in the UAE too, given the large populations of Indians and Pakistanis, yet the fairness issues are not exclusive to them. I’ve seen a few other nationalities with commonly darker skin tones go for them. I think it’s crap; it’s like spray-painting a cat.

    The article got me thinking about hair colour as well. Especially how a lot of Japanese girls seem to want to be blonde, or with generally lighter coloured hair.

    In most cultures, there seems to be this association between beauty and fair hair or skin. In ancient Arabic poetry, beauty was often personified as a woman with hair as black as the night sky but skin as white as alabaster. I guess they had a thing for white chicks back in those days. That still holds true today, for the most part.

    Coming back to the subject, I can understand that certain characteristics may be appealing to a person versus other characteristics, just basic physical attraction, but when it’s at a national scale I suspect there’s a cultural problem. If one gender from a certain group of people are not attracted to any of the opposite gender in their region, it raises a lot of questions in the social norms of the region.

    Funnily enough, the stereotypes here in the UAE demonstrate something like that: white guys date Asian girls; black guys date white girls; South Indian girls date fair-skinned North Indian boys, etc.

    I think the presence of “skin fairness” products (among others) is a reflection of a skewed perception of beauty in our cultures.Recommend

  • Faraz Talat

    Noman: “Do white Americans get tans in salons because they want to do better in life? Getting a tan in the salon is similar to coloring your hair or whatever.”

    It’s a cultural thing. People here can be incredibly superficial, and appearances are a very important part of rishta-hunting for most families here…

    ..which, I admit, is reprehensible. But it’s not racism. Underneath the skin tone, we’re all the same race, aren’t we? And you can’t really be racist against people of your own race! At most, they’re “complexionists”.Recommend

  • Noman Ansari

    OK let me break it down:

    White Americans get tans to look better because they feel they will look ‘cooler’ that way. There is no societal pressure for them to do so, nor are they facing ridicule, anxiety, inferiority for being ‘whiter’.

    Pakistani women like Hira, who so bravely shared her feelings with us. (Thank you Hira, that was incredibly brave of you), are lightening their skin because of actual ridicule and discrimination. That is racism.

    You are taking the meaning of the word ‘racism’ very literally. It would be like saying someone looking ‘cool’ is actually wearing ice packs to bring his temperature down. Oh, and African Americans facing racial prejudice were Americans too.

    By your definition the word racism shouldn’t exist, because in the broader sense we are all the human race.

    Anyway, I believe that what is happening in the Indian subcontinent is racism.Recommend

  • Noman Ansari

    Here is an excerpt from an article on the BBC:

    Check out the last paragraph. If that isn’t racism, I don’t know what is.

    While India has seen a phenomenal
    growth in the number of
    skin-lightening products, women’s
    groups in the country claim recent
    adverts are insulting, as they equate
    fairer skin with beauty and success.

    One advert – for a product named Fair
    And Lovely – has now been taken off
    the air.

    “It’s a highly racist campaign,”
    Brinda Karat, general secretary of the
    All India Democratic Women’s
    Association, told BBC World Service’s
    Everywoman programme.

    “It equates fairness with beauty.”

    The advert was known as “the air
    hostess ad”.

    It showed a young, dark-skinned girl’s
    father lamenting he had no son to
    provide for him, as his daughter’s
    salary was not high enough – the
    suggestion being that she could
    neither get a better job or get
    married because of her dark skin.

    The girl then uses the cream, becomes
    fairer, and gets a better-paid job as
    an air hostess – and makes her father


  • Xessive

    Semantics aside, what Noman is referring to boils down to ethnic discrimination; unfounded, arbitrary discrimination. What word we choose to refer to it is irrelevant (although I do agree with you that humans are a single race with many varying ethnic diversities).

    Also, I will be on the look out for “literally cool” people.

    That BBC excerpt reflects one of the major side effects of this ridiculous discrimination. That ad reinforces the negative stereotype that dark skin is somehow inferior. I’m glad it was taken off the air.

    Could you imagine such products advertised in North America? I can already picture the mass backlash!Recommend

  • Noman Ansari


    hahaha can you imagine that happening stateside? Al Sharpton would go nuts. Black comedians who regularly use Sharpton as fodder would suddenly cheer him on. Recommend

  • Faraz Talat

    It is indeed discrimination, but it is based on appearances, not race.

    If I discriminate against a person for having an unattractively large nose, you wouldn’t call me racist, would you? Nope, just a garden-variety jerk. That’s exactly what goes on here with people with darker complexions. It’s not necessarily a matter of race, because a race constitutes more than just the skin color.

    Still, that doesn’t make your point any less valid. It’s about time somebody speaks up against this silly, and even dangerous, obsession with complexions.Recommend

  • Noman Ansari

    @Faraz Talat:

    Semantics aside, yes, discrimination sucks. Agreed. Recommend

  • Saira

    @Noman: Ha Ha! Yes, that is the biggest problem with most MIL’s. Well, after all the weird stuff we are preached about in our society, your preaching sounds good and sensible! Another point was coming to my mind regarding this obsession about fair skin in our society, could it be that in the sub-continent fair skin is considered very important because of the fact that, that is how people sub-conciously identify the other persons genetic pool? In the cast system the higher ranks daughters were supposed to have fairer skin, and the lower casts were dark. (Plz, correct me if i’m wrong). Can it be that at a sub-concious level this has not left the minds of ppl and the thinking has been carried on with the generations?Recommend

  • Xessive

    The issues of complexion and social status likely date back to the beginnings of human society. For example, if you take a look at Ancient Egyptian (AE) art and the portrayals of the people of the time, classes are indicated not only by attire or stature but by complexion as well. Kings and queens were fair but scribes were dark and slaves even darker (though females were always fairer than their male counterparts in each class). The darkness of complexion was an indicator of class based on how much time one spent in the sun in service of their masters; servants spent the majority of their time slaving away in the heat while the nobility lounged in the shade.

    It is a longstanding social problem that’s only been mildly addressed over the generations. Islam addressed issues of racial discrimination relatively early, with its most emphatic account being the story of Bilal, the first Mu’athin. Yet even with the teachings we still see ignorant bigots today, regardless of ethnicity or creed.

    Seeing a product that essentially supports this form of bigotry sold publicly almost makes it “officially acceptable” unless there’s a public outcry for banning it. The mere existence of such products could be misconstrued as a societal acknowledgment that “dark skin is bad” and “fair skin is good,” which as we’ve all discussed is a fundamentally flawed outlook on life.Recommend

  • Noman Ansari


    I haven’t given as much thought to the why, but some of us definitely suffer from an inferiority complex in Pakistan. It could be because we were ruled by the British for so long.

    Something I really respect about the French, and the French Canadians is how they value their culture and their language.

    Though it is another topic I guess.

    In the cast system the higher ranks
    daughters were supposed to have fairer
    skin, and the lower casts were dark

    Really? That’s quite interesting. I didn’t know. Recommend

  • sars

    Until our focus on our achievements and personal merits outweighs our emphasis on “fair and lovely ” or otherwise skin colour ( or height , weight ,so on and so forth) , we will not progress as a nation.Recommend

  • Saira

    @Xessive. Thanks! That was very informative…and well said, totally agree with the statements in your last para.
    @Noman: Yups…and now you know.Recommend

  • Areesha Bilal

    This is very true. All kinds of ads just try to prove that we’re ugly. Everyone should be happy with the way they are!
    Btw, the fire-worshipping thing is an amazing idea. I think I’ll use it as well xDRecommend

  • Noor

    I agree 100%.

    The natural looks are the best, unless there is some serious deformation or injury.

    Such creams are spoiling the outrigt mentality of our youth, children (esp daughters), and need to be checked.

    I wonder where are the influencial Citizens welfare committees when they see such like items & there advertisments.

    It is a conspiracy to make every second person a vicitm of inferiority complex.Recommend

  • Anonymous

    Everytime I go to the grocery store I see men hoarding the cosmetic counter, buying fairness creams and even womens wax strips, bleach creams and hair removal creams. the most unsettling part is that I always see men buy the imported brands (l’oreal, garnier, neutrogena) as opposed to the local fair and lovely. But unfortunately its not just in Pakistan and India where this sort of self-loathing occurs. Many Black, Chinese, Spanish, Korean, Japanese etc people also are hooked on bleach creams and fairness creams. Go on to Google Images and type in ‘Beyonce bleached skin’ and ‘Rhinanna bleached skin’. Unfortunately very famous black celebrities also suffer from this complexRecommend

  • Yameen

    Dude I totally get your gist. My sympathies. This shallow world is unkind to us ugly ducklings.Sigh.Recommend

  • Noman Ansari

    That’s another thing. Why was the ugly duckling a little black duck, but grew up to be a ‘beautiful’ white swan. Hmmmm. :) Recommend

  • Iram

    Aap ki jild banaye…… gori… gori….The last part of publicity bring a very cool news

    The Authority which control publicity in Great Britan had stoped two spots of big cosmatic company. The modeles were Julia Roberts and Christy Tulington, they discovered that photos for publicity were so much re-touched with computer programmes and don’t seems natural. The authority said this type of publicity can be harmful for those women who think that this product can make them beautifull (which is not true).
    The denaunced said “these beautiful women don’t need to be re-touched by computer programmes, they are already beautiful”.
    The serious thing about all this business that what massage we are giving to multicultural world. Growing demand of plastic surgery industry in overall world is not a good sign. May someone feel better to look charming but it is gracfull to ageing with age and make world easy for those who don’t choose surgery and cosmetics for any personnel reason.
    This is the time for change! Here in Italy I listened today that one top fasion and social magazine of women called “Donna Moderna” (Modern Women) had decide to change overall look of real modern women they decide to don’t use more professional models for their publicity pages from wintor 2011. They think it will lift real charm of normal women in society. Is’nt facinating that they recived 5000 request in 20 days from women to take them as model. They are looking real women model for all ages,sizes and colors. It is cool that a normal women can feel that she is also beautiful with all her substences and she can impress people by using her brain, not only face and body. I think this is a bold step to don’t use more photoshped modeles in publicity in fashion magazine because many people (mostly men) look these magazine only for “hoshruba” models. Recommend

  • Imran Khan

    That’s because you people think you’re ugly. We Admen & marketers prey on people like you to make a living. C’est comme ça, mes amis.Recommend

  • ashar rasool

    well, i m a Pakistani and i have a relatively dark complexion , well just say like somewhat srilankans … during my childhood , i had to face situations in schools . other children calling name kalla.X, Kallia, Kalla Y and soo on…. i was totally clueless how to face this, how to respond back, felt extremely inferior and depressed, i was excellent student, good in sports n extracurricular activities… still i was suffering from inferiority complex ….. ppl commend my brother for his fair complexion , one of my friend said ,u wud have been much handsome if u had fair complexion………… the point im trying to make is , it is the society in which we grow up molds our attitudes towards certain tabbo’s n preconceived notions. I know i can’t b fair by using these creams but still if i buy this cream n it helps in removing sun burns , what is the harm?
    fast forward to present day:
    now im qualified engr from a top Pakistani univ, worked in MNC, started my own business , have a good car, live in DHA but i can’t marry the girl i want to cuz my parents won’t send my proposal cuz the girls family is kashmiri n all have very fair complexion, according to them, i will feel inferior there……… What the hell !!!Recommend

  • Noman Ansari

    @ashar rasool:

    Brother, I am so sorry you went through this, and I am glad you shared this with us. If someone doesn’t accept a proposal from your family because of your skin tone, then they can go to hell. Keep your chin up! Also, think of it this way. Be thankful you found out now that they are of such a mindset. Such people turn out to have other issues, as well. Recommend