The observer and the observed in colourism and skin bleaching: social marketing implications

Skin bleaching remains widespread in communities of colour, driven by colourism, harmful beauty norms, and gendered expectations. Despite serious health risks, many women lighten their skin to improve social acceptance, marriage prospects, and status. Media and celebrity endorsements reinforce lighter skin as ideal, while men’s preferences often shape women’s choices. Using objectification theory, this study explores these dynamics and offers insights for social marketing interventions targeting women and the male observers who reinforce colourist standards.