In the last 20 years globally the beauty market has grown by an average CAGR of 14.5% with annual growth rate range bound between 3% to 5.5%.Out of the total share, 72% has come from the mass segment and remaining 28% came from premium segment. Regions like north America, Latin America, and Asia pacific and western Europe contributed towards the major chunk of the sales, But sales of cosmetics have seen significant raise in the BRIC countries as well. The cosmetics brands globally spends huge sum of money to promote their products featuring favorite actresses and sports stars, Cosmetics brands is seeing phenomenal spike in their earnings, which keeps them throwing money on advertisements , As long as they believe their lies a huge opportunity to make many of Women & man insecure about their look and skin colour, the market for their products is still wide and large. Racial segregation based on skin, attributing success to people with more lighter skin are taboos getting more into the minds of the dark skinned people. So generally people with dark skinned complexion want to make their skin look lighter, or even getting to the skin tone of the white people. So the drive to make skin lighter is what drives the profits of these cosmetic manufacturing companies.
History is the major culprit
If you go back to the period of European colonialism , sowed the seeds of white supremacy over black, Those periods black skinned people were considered as only slaves to the white dominating class, so structurally they had treated black people as inferior in all aspects, given them fewer opportunities, employed them in farm fields followed by treatment which is inhuman in all respects. This enslavement created the urge in their minds to raise from the lower position, The miscegenation is racial mixing of various social groups through sexual exploitation of white male slave owners resulted in mixed race individuals with more African & European ancestry. This is the most critical moment in history where supremacy for white skinned people over the black, The treatment they have meted out to their slaves, even light skinned people were given less strenuous jobs, and dark skinned people were given tough jobs. They started preference to white skin over the black skin. So the perception of success largely to lighter and white skinned people.
Beauty means white skin
Even though we are living in the 21st century with large scale advancement in technology and scientific progress, the stains of the past still is accepted as the trend for success, if you are white skinned your lifestyle, position and status in the society is almost guaranteed , that means naturally if you are white or light skinned your success ratio is far higher than the black skinned people. This wrongly conceived narrative of success linked to skin color became the social norm. So for a cosmetic or beauty enhancement brands require just to brush up & polish this old thinking, narrative to the best effect by converting them into sales.
The ingredients used in manufacturing skin bleaching cosmetics are harmful to the body and health. But the sad part of the story is the cosmetics industry globally thrives on the insecurity created in the minds of the people with a dark complexion. The psychological effect created by this false propaganda is to create heightened social insecurity, lack of self-esteem, low belief on their self-confidence. So high time we all need to be alert and believe that more than the external appearance, the real beauty lies in one’s heart, success is purely on ability and competency not to be judged by the color of your skin. I think market forces wants you to think primitive, even though as a human species we survived many onslaughts and came a cropper.
The Vanishing Black African Woman: Volume Two: A Compendium of the Global By Olumide, Yetunde Mercy
GLOBAL BEAUTY INDUSTRY TRENDS IN THE 21st CENTURY Aleksandra Łopaciuk Maria , Mirosław Łoboda Maria Curie-Sklodowska University, Poland