Oh my! The above TV commercial is currently showing in India. It promotes an intimate wash for the female private parts (ie. the vagina). Surely, a good thing right? After all, proper hygiene should be maintained down there.
The reason why? It mentions that the intimate wash will bring “freshness and fairness” to the area, and brighten it. Uh oh. That dreaded word. Fairness. It’s common knowledge that India has a fairness obsession, and that manufacturers play on it by promoting fairness creams for the face. However, it seems they’ve gone one step too far this time.
No doubt this latest product will heighten women’s insecurities about their colour.
But what do men think of it? My husband’s response has left me quite baffled. I asked him to take a look at the commercial and share his reaction. “Yeah, I’ve seen that on TV a few times. India is becoming progressive, isn’t it?” he replied nonchalantly.
How many women will actually buy the product, I wonder.