Cosmetics brand Golden Pearl has drawn outrage over a sexist commercial that aired during the PSL match, which encouraged men to pick partners who only used fairness creams.
Soul Sisters Founder Kanwal Ahmed shared the clip of the advertisement” on her Twitter account where she slammed it for encouraging men to demean their partners on the basis of their skin tone.
“In a society where many men need a reason to demean their partners – some thought it would be a great idea to make this ad. Sick that even in 2024 fairness creams are being sold in Pakistan AND endorsing the idea of comparing women on the basis of their complexion. ”
In a society where many men need a reason to demean their partners – some thought it would be a great idea to make this ad.
Sick that even in 2024 fairness creams are being sold in Pakistan AND endorsing the idea of comparing women on the basis of their complexion. #Colorism pic.twitter.com/vMhp98LhtA— Kanwal Ahmed (@kanwalful) February 21, 2024
Soon Twitter users slammed the commercial for glorifying age old colonial beauty standards
How are these low IQ ads being approved? Such products r harmful & its just regressive mentality to obsess over skin color. But this is an added level of beghairti where men are being told to compare their women with this woman. Jahalat max https://t.co/zqLvlxt1Ao
— AG (@roserapture_) February 21, 2024
What the fuck is going on in this country???? It’s 2024 FFS??? https://t.co/W2Qx7oLmXb
— Ahsan 🇵🇸 (@ahsensid) February 21, 2024
Transgender activist Mehrub Moiz Awan pointed out that this particular fairness skin cream brands were particularly responsible for damaging skin and causing acne breakouts or excessive hair growth.
A reminder – there are ZERO quality control and consumer safety standards for these whitening creams in Pakistan. They’re laced with mercury and topical steroids – midterm use causes skin issues, long term use causes liver issues.
PS: Heer was dark skinnedhttps://t.co/EbympoQyA5 https://t.co/EQlNqLlBhd— Mehrub Awan (@TMItalks) February 21, 2024
