Vaseline launches a skin lightening Facebook application

July 13th, 2010 - 10:34 pm ICT by Aishwarya Bhatt  

New Delhi, July 13 (THAINDIAN NEWS) Vaseline has launched a skin lightening Facebook application. The application is available for download.

The skincare product manufacturers launched the application in India for their users who want to lighten the skin of their profile pictures.

The company is promoting its current range of skin lightening products for men. This particular market has a huge potential, as in India people have a bias for lighter skin shade.

Vaseline is using Bollywood star - Shahid Kapur to promote the application on Facebook. The application promises to transform the face of the user. The advertising page of the application has two faces of Kapur and predictably one face is fairer, whereas the other face is darker.

Most dark skinned Indian men are clamoring for skin lightening products. Fairer skin is seen as ‘beautiful’ among some Indians who spend a lot of money on creams that promises to ‘whiten’ their skin. “We started campaign advertising (for the application) from the second week of June and the response has been pretty phenomenal,” according to Pankaj Parihar who works for the global advertising firm Omnicom, which designed the campaign.

Indian cosmetic giant, Emani, launched the first skin lightening cream for men in 2005. The product was called “Fair and Handsome”.

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