Can Dark Be Beautiful?

Bunty and I have covered the subject of skin lightening creams before (e.g. here: Nice Tan Lines).  A new campaign has launched in India with the slogan Dark is Beautiful.  Whilst we find this rather patronising, the aim of the campaign is to drum home the message that fair skin is not the only description of beauty and that people should be happy and proud of the colour that they are… in addition, possibly, to educate other Indians to reset their prejudices.

The skin lightening industry in India is worth over a staggering $400 million and the lightening products on offer range from face creams to a fanny wash.  Fairness = beauty = success = happiness = a guaranteed place in heaven??