Nivea Whitening Range for the Asian Men Market: Fairer Than Thou {Beauty Notes} (Grooming}
Nivea, owned by Beirsdorf, is continuing to expand its distribution of Nivea Whitening products for Men in Asia due to the success of the line. They just launched NIVEA FOR MEN Whitening Oil Control in India.
Fairness of skin is an ideal of beauty in the region, both for men and women. For men a white skin together with a smooth hairless face are thought to add to their beauty.
We can still remember the Indian matrimonial ads in newspapers putting emphasis on the color of the skin, the paler the more desirable. Tanned skin is associated with the need to toil under the sun and therefore low-class status. Of course in the US and Europe you go buy sunless self-tanners to send the signal that you were last seen in Ibiza.....
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