The world has become increasingly interconnectedthrough globalization, people have become more connect to people that come fromvarious back grounds and places as ideas, values and beliefs are exchanged.Cultural globalization refers to such exchanges but in the sense of commonconsumption of cultures that are distributed through the internet, popularmedia and international travel.
Beauty standards between the West and East aredifferent in various ways such as in regards to skin. Skin Whitening/Bleachingis common throughout the world though primarily in populations that are darkerskinned or those that are not white in Asia, Africa and South America, who wishto achieve white skin. Tanning is the opposite of skin whitening/bleaching asit is the practice of darkling the skin to reach as sun kissed look which isconsidered beautiful in the West in places such as the United States.Skin Whitening or Bleaching is the practice of usingbleaching agents to alter one’s skin color into a lighter tone. It is a widespread phenomenon that is seen across the globe and the practice has beenregularly used by Africans and Asians for decades. Though it has extendedbeyond their respective continents and has reached places such Jamaica andparts of South America. However, while ithas been traditional a female practice, in recent years it has become more popularamongst men. Though people that use skinbleaching products use them for a variety of reasons.
Such bleaching products includesoaps, injections, capsules/pills and are widely used in cosmetics. One reason thatpeople bleach their skin is to treat dermatological conditions such ashyperpigmentation melisma; which is a tan or dark discoloration of the skin,amongst others. The other reason is to improve opportunities for themselves inemployment and marriage as well as to try to reach the ideal skin tone, pale orwhite that has been widely spread through media. Also the need to use suchproducts are driven by the belief that lighter skin tone is more prestigious,such belief has caused an increasing in consumption of these products withinand between racial and ethnic groups.