Skin creams and whitening creams have been the target of various people having their minds in the right order. There are several ads that have raised the hackles, but naught has come out of the public criticism of these ads. Maybe this is the reason that the ad makers are bolder, and therefore we are finally witness to ads that positively reek of chauvinism and objectification of women like no other. We present to you, the Vaseline Healthy White Complete 10 Lotion.
In here it’s not just the name that’s wrong – they are just positing it as a whitening cream, but the entire screenplay is wrong, wrong and wrong.
First it shows a couple of women who are actually rating their skin, on a scale of 10. It’s as if women have do not have a laundry list of ‘to do’ and ‘not to do’ that another one is being implanted in their collective mindsets – their skins have to be ten out of ten.
As the ad and the product content says, it has ten benefits, but you know what the first and foremost one is, it is about whitening the skin tone. Yes, even the – what we think is more important – UV ray protection is on third on the list.
But the sequence that hits the proverbial final nail in the coffin is the final one, where a woman says that she thinks that her skin tone is rate 9, but her male companion says that it’s not nine, but ten. Bang, the two share coy smiles and the ad breaks out to CGI.
As if women wanted some more affirmation from the male race. FML.