The desire to acquire white skin has been prevalent within society.

This white mentality

can be traced back in history to the Spanish and American colonization. The stigma
associated with darker skin drives the yearning to whiten skin. Moreover, the practice of
skin whitening happens “with expectations of improved income, less discriminatory
treatment, and greater social acceptance of people” who use whitening products to
acquire a lighter complexion (Mendoza 2014: 219-220).
According to the global forecasted market value of skin lightening products worldwide,
in 2017, the global skin lightening market value amounted to about 4.8 billion U.S.
dollars, and is forecasted to reach some 8.9 billion U.S. dollars by 2027. With the
increase yearning of consumer to whiten their skin,
From the research published by journal of cosmetic dermatology (2022) “study found
that celebrity endorsement does influence and promote racism, implying that when
celebrities promote fairness products, people perceive themselves inferior due to darker
skin tone that gives birth to the notion of racism. Brand image intervenes in the
relationship between celebrity endorsement and racism, and also, intervenes in the
relationship between celebrity endorsement and purchase intention.” It can be argued
that TV plays a significant role in people’s perception of beauty, particularly in skin color.