In 2008, L’Oreal came under fire when they were accused of lighting Beyonce’s skin a hair product advert. They were also accused of taking it too far when they lightened Eva Longoria’s skin in a mascara advert.
The brand has now ignited new outrage by digitally lightening Slumdog Millionaire actress Freida Pinto’s skin in her latest advert. This is not the first time that L’Oreal has been accused of lightening Frieda’s skin – they also did it in 2009.
Many people are now saying it is a Photoshop blunder – I beg to differ – these adverts cost millions to make, it would surely not leave the production stages until it was literally picture perfect – to their satisfaction, anyway.
The company have denied any retouching, saying:
“Freida Pinto has been a spokesperson for the L’Oréal Paris brand since 2009. We highly value our relationship with Ms.Pinto. It is categorically untrue that L’Oréal Paris altered Ms. Pinto’s features or skin-tone in the campaign for Project Runway “Colors Take Flight” limited-edition collection.”
They must be fiercely adamant that light skin is beautiful skin because they never seem to learn their lesson. If they are going to continue ‘whitewashing’ these beautiful ladies, they should just be honest about what they are doing, as it is obvious. Of course, they won’t – because they wouldn’t want to lose their consumers.
Women and even men all over the world purchase skin bleaching products to make their skin flawless and fair, believing that is the definition of beauty because that is all they see in the media. It is so sad, so sickening and needs to stop. We’re all beautiful, irrelevant of colour!