24 November, 2020

Papa Don't Bleach

Men are leaving the skin-colour closet. It's a cosmetic enlightenment.

Papa Don't Bleach
What passes for the prototype Indian man these days is a manicured and pedicured, buffed and exfoliated fellow who reserves his wooing prowess for the guy in the mirror. Forget the six o'clock stubble, the unruly chest hair, the strong callused hands—the none-the-worse-for-wear look is as out as Tarzan. The Indian man reincarnated takes after Shahrukh Khan who, having first flaunted the washed-in-Lux glow in a bathtub strewn with rose-petals, now pushes Emami's Fair & Handsome, a skin-lightening cream for men, as almost the next best thing after Viagra.

Tall, dark and handsome is so last season—and if you listen to the manufacturers of men's fairness creams, they'll tell you that in India the dusky look was never in vogue to begin with. (Though you might be hard put driving that point home to legions of Indian fans who lust for the likes of AB Jr and Mahendra Singh Dhoni.)

"Tall, dark and handsome is pretty much a western concept," says Aditya Agarwal, director, Emami, point-blank. "That's why tanning creams sell so well...


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