Abstract
Background:
“Colorism” or “shadism” contributes to the prevalence of skin lightening and bleaching practices, which are predominantly observed among females. Acknowledging the desire for a lighter skin tone is often deeply rooted in various social, psychological, individual, and cultural factors. Harmful skin lightening products (SLPs) are a widespread global phenomenon and a growing environmental and public health concern. However, it is not known what factors contribute to the pervasive use of harmful SLPs.
The Focus of the Article and Research Question:
The current study addresses this gap by completing a systematic review of psychological and social factors contributing to the choice of harmful SLPs among females. It presents a conceptual model to guide social marketers in developing interventions to influence policies and de-market harmful SLPs.
Method:
This research followed a systematic literature review (SLR) approach. In total, 1057 article titles and abstracts were reviewed across nine databases. Ten articles that were reviewed and subsequently analyzed met the inclusion criteria.
Results:
Results indicated that the choice of harmful SLPs is deeply rooted in societal pressure to conform to specific beauty standards, the perpetuation of colorism or shadism, and a desire for upward social mobility.
Importance to the Social Marketing Field:
Several studies suggest a considerable need for interventions to curb the use of SLPs. Resolving this issue with a multifaceted approach that addresses education, regulation, empowerment, and industry collaboration is crucial.
Recommendations for Research and Practice:
A targeted approach is required to discourage the use of harmful SLPs through a social marketing platform. The campaign will craft compelling messages highlighting these products’ health hazards and societal implications. Simultaneously, it will recognize the beauty of diverse skin tones by segmenting the audience based on demographics and behaviors. Engaging content such as videos, testimonies, and infographics will be actively shared on popular social media platforms through influencer collaborations and dynamic online discussion boards. People are encouraged to commit to abstaining from using potentially dangerous products through behavioral prompts and calls to action. Additionally, working with sustainable beauty brands helps to reinforce this message further. Promoting safe skincare procedures and natural beauty through data tracking and campaign refinement based on feedback guarantees a dynamic and successful approach.
“Colorism” or “shadism” contributes to the prevalence of skin lightening and bleaching practices, which are predominantly observed among females. Acknowledging the desire for a lighter skin tone is often deeply rooted in various social, psychological, individual, and cultural factors. Harmful skin lightening products (SLPs) are a widespread global phenomenon and a growing environmental and public health concern. However, it is not known what factors contribute to the pervasive use of harmful SLPs.
The Focus of the Article and Research Question:
The current study addresses this gap by completing a systematic review of psychological and social factors contributing to the choice of harmful SLPs among females. It presents a conceptual model to guide social marketers in developing interventions to influence policies and de-market harmful SLPs.
Method:
This research followed a systematic literature review (SLR) approach. In total, 1057 article titles and abstracts were reviewed across nine databases. Ten articles that were reviewed and subsequently analyzed met the inclusion criteria.
Results:
Results indicated that the choice of harmful SLPs is deeply rooted in societal pressure to conform to specific beauty standards, the perpetuation of colorism or shadism, and a desire for upward social mobility.
Importance to the Social Marketing Field:
Several studies suggest a considerable need for interventions to curb the use of SLPs. Resolving this issue with a multifaceted approach that addresses education, regulation, empowerment, and industry collaboration is crucial.
Recommendations for Research and Practice:
A targeted approach is required to discourage the use of harmful SLPs through a social marketing platform. The campaign will craft compelling messages highlighting these products’ health hazards and societal implications. Simultaneously, it will recognize the beauty of diverse skin tones by segmenting the audience based on demographics and behaviors. Engaging content such as videos, testimonies, and infographics will be actively shared on popular social media platforms through influencer collaborations and dynamic online discussion boards. People are encouraged to commit to abstaining from using potentially dangerous products through behavioral prompts and calls to action. Additionally, working with sustainable beauty brands helps to reinforce this message further. Promoting safe skincare procedures and natural beauty through data tracking and campaign refinement based on feedback guarantees a dynamic and successful approach.
| Original language | English |
|---|---|
| Pages (from-to) | 79-100 |
| Number of pages | 22 |
| Journal | Social Marketing Quarterly |
| Volume | 31 |
| Issue number | 1 |
| Early online date | 6 Jan 2025 |
| DOIs | |
| Publication status | Published - Mar 2025 |
| Externally published | Yes |
