Skin bleaching manufacturers promoting global white supremacy

A recent article in the Wall Street Journal titled “Antiracism Push Prompts Rethink of Asia’s ‘Beautiful White’ Creams” discussed the perceptions of skin color in the region. The first thing that stood out was that Johnson and Johnson was one of the companies that said it will not take the word “white” off its labeling. After the demonstrations in 2020, some companies decided to change their marketing on products and imagery rooted in racism. In the article, J&J reportedly said they didn’t think consumers interpreted “beautiful white” to mean that the creams would make the skin whiter. Interesting how they worded this response. I wondered if they were humble enough to do any research in the market to see what Asian consumers think.

Companies like J&J know exactly the perception Asians have of lighter skin versus darker skin and they are participating in the active marketing of white supremacy. This has been the game played for about 500 years now and the greatest export of Europe and the Americas, underpinned by their financial success. These precede others like the artwork of religious figures and hair texture products, subtle and sometimes blatantly promoting white supremacy. The article says some Japanese companies are changing their marketing abroad but keeping the messaging in Asia. Hmmm. I wonder why?

In Asia, it is not surprising to hear darker-skinned people talking about the pressure they get from friends and family to use these products. This creates mental health issues and is psychopathic behavior, a result of white supremacy. Today, it is not based on health or cosmetic reasons. It is rooted in white supremacy, and it is an open secret. Saying otherwise is a deflection. This is also the reason you hear white men often talk about the advantages of living and doing business in this part of the world. This perception that precedes them, is in part due, to the propaganda and economy of that centuries-old practice.

The article quoted a professor who stated that the perception of light skin in Japan goes back centuries, and it was associated with aristocratic status. The dark skin was linked to more prolonged outside labor. There may be relevance to this historical context, but today lighter skin has morphed into the global standard of beauty by the mainstream and perceived benefits you can get from it. Asia is not alone, like white supremacy, these products have invaded the whole globe, in places like Africa and India.