Belo Group, a local medical-cosmetic giant, has recently been criticised for its men’s line’s advertising campaign, with social media netizens calling the campaign for the whitening products as insensitive, stupid, and insulting. On Twitter, it was described as social-climber-ish and biased against dark skin. The ads feature a man—now having fairer skin—as  more successful and socially accepted because of his skin tone.

This is beyond colonial mentality—even after over a century of freedom from ruling White class Spain. Rather, this shallow attitude is here to stay. For as long as market capitalisation of the fair-skin preference instigated by consumerist, greedy advertisers is in the pipeline, the naturally tanned and brown-skinned Filipinos will always take the brunt of social stigma and bias. Sadly, we have a mass market so massively gullible to the notions of success, social acceptance and beauty anchored on narrow-mindedness.

Full story on http://www.rappler.com/life-and-style/7891-belo-ad-gets-heat-in-social-media

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  1. wall-rose reblogged this from fyfilipinopride
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  4. animewhenwet reblogged this from jyozefu93 and added:
    and i come home with a box of whitening soap that my grandma brought from the philippines
  5. jyozefu93 reblogged this from fyfilipinopride
  6. cheekysocialhermit reblogged this from fyfilipinopride and added:
    This makes me sad! :( I always had slightly fairer skin when I was in the Philippines… so I never had the problem, but...
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    they’re such a fail.
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  23. taykash reblogged this from markdoesstuff and added:
    It’s not just the Philippines. This rhetoric is believed all over the world — I get it by way of my Dominican family....
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    My mom definitely has something similar to this in her bathroom. While it may be an issue with her and her personal...
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