Colorism has been extensively researched over the years, with studies indicating that its roots in the

Philippines trace back to colonization, significantly impacting our social and political landscape. This
influence persists today, evident in media representations. Scholars such as Renato Rosaldo and E. San
Juan Jr. have delved into the historical context and the perpetuation of colorism in Filipino society.

Recent studies have predominantly focused on the impact of colorism on Filipino women, neglecting its
effects on men. While some literature acknowledges male experiences, there's a lack of substantial
evidence regarding men's consumption of whitening products and societal pressures for men to adhere
to whitening standards portrayed in media. By employing both qualitative and quantitative methods,
this research aims to explore men's contributions to the demand for whitening products and their
alignment with media-driven standards of whiteness.

Moreover, while literature briefly touches upon the harmful chemicals present in whitening products, it
fails to address the extent to which individuals are willing to compromise their health for a lighter
complexion. Authors like Nina G. Jablonski and Catherine Panter-Brick have shed light on the toxic
components of these products.

This proposed research seeks to quantify the prevalence of online whitening product purchases among
Filipinos and assess the efficacy of awareness campaigns in mitigating the consumption of such
products. By bridging these gaps in the literature, this study aims to contribute to a more
comprehensive understanding of colorism's impact on both men and women in the Philippines and
advocate for informed consumer choices.
Extensive research over the years has highlighted the prevalence of colorism, particularly in the
Philippines, tracing its origins back to colonization and its enduring impact on social and political
structures. Renowned scholars such as Renato Rosaldo and E. San Juan Jr. have extensively explored this
phenomenon. Rosaldo (1989) expounds how colonialism ingrained hierarchical notions of race and
color, shaping Filipino society's perceptions of beauty and desirability. San Juan Jr. (2007) further delves
into the colonial legacy, emphasizing how colorism persists in contemporary Filipino culture,
perpetuated through media representations.

Despite depth of research, recent studies tend to focus disproportionately on how colorism affects
Filipino women, leaving a gap in understanding its impact on men. While acknowledging male
experiences, the literature lacks concrete evidence regarding men's consumption of whitening products
and the societal pressure for men to conform to media-driven standards of whiteness.

For instance, a study by Maria Cristina B. Castro in 2018 highlights the disproportionate emphasis on
women in discussions of colorism, stating, "Existing research tends to overlook the experiences of
Filipino men in the discourse on colorism, focusing primarily on women's narratives." This statement
illustrates the prevailing trend of prioritizing female experiences in colorism discourse.

To address these gaps, this proposed research will employ both qualitative and quantitative methods to
investigate men's contributions to the demand for whitening products. By exploring the factors
influencing male consumption patterns and their adherence to media-driven standards of whiteness,
this study aims to provide a more comprehensive understanding of how colorism impacts both genders
in the Philippines.

Moreover, while literature briefly acknowledges the presence of toxic chemicals in whitening products,
it falls short in addressing the extent to which individuals are willing to risk their health for a lighter
complexion. Jablonski's research in 2016 warns, "Whitening products often contain toxic chemicals such
as hydroquinone and mercury, which can lead to skin damage, kidney failure, and even neurological
disorders." This underscores the urgent need to address the health implications of whitening product
consumption.

Inlight of these concerns, this research will investigate the prevalence of online whitening product
purchases among Filipinos and evaluate the effectiveness of awareness campaigns in promoting
informed consumer choices. By shedding light on the extent of whitening product consumption and its
associated health risks, this study aims to advocate for greater awareness and regulation in the
marketing and sale of such products.

This proposed research aims to quantify the prevalence of online whitening product purchases among
Filipinos and evaluate the effectiveness of awareness campaigns in mitigating their consumption.
Through this approach, the study endeavors to shed light on the realities of colorism and encourage
informed consumer choices, particularly concerning the health implications of whitening products.

Authors like Michael Kimmel (2008) discuss how masculinity ideals perpetuate the demand for
whitening products among men, aligning with media portrayals of a white ideal.

Notably, literature such as that by Maria Pilar Lorenzo-Lucharas and Ma. Theresa T. Payongayong, in
their work published in 2020, have emphasized the disproportionate burden of colorism on women,
perpetuated through beauty standards.By employing a combination of qualitative and quantitative
methodologies, this research seeks to rectify this gap by examining men's role as significant consumers
of whitening products and their adherence to media-driven beauty standards.

Studies by organizations such as the Environmental Working Group (EWG) have identified harmful
ingredients like hydroquinone and mercury in whitening products (EWG, 2018).