L’Oreal is the latest company to fold to the cancel culture by removing removing the words white/whitening, fair/fairness, light/lightening from all its skin evening products. The cosmetics brand will still sell the creams which is basically as hypocritical as it gets.
If L’Oreal truly wanted to take a stand and put an end to systemic racism, it would dictate to its core customers that they need to check their bigotry and ban the creams as the tool to enforce correct behaviours.
The irony of skin whitening creams is that whites make up a tiny slice of users. Indeed Asian women make up the bulk of the buyers.
Did L’Oreal realize that during the Nara Period (710–94), Japanese women painted their face with a white powder called oshiroi? This was also documented in texts during the Heian Period (794–1185). White facial colour stood as a symbol of beauty then as it does today.
So that is to say the Japanese self-determined their own views on beauty over 1,300 years ago, before the country ever encountered “gaijin”, a name that came 500 years later when Kublai Khan tried to invade in the 13th Century.
You can learn more about the skin whitening cream market here. Note it also includes the wonderful success story of a black woman, Rachel Roff, who filled a gap in the market by targeting people of colour with products the racist (?) product developers at J&J never bothered to cater to because they deemed it uncommercial.
Never mind, you’ve been told by L’Oreal.