A Nigerian product commercial promoting a skin bleach lotion has divided opinion on social media.
Watch: Nigerian skin bleach TVC draws ire from social media
Hush’D, a popular Lagos-based skincare retailer, recently launched a promo campaign for its ‘Snow White’ range that includes soaps, creams and whitening oils.
The commercial features a fair-skinned woman, who steals the attention of poolside patrons in her red summer dress.
The model basks in the glory of the gawking gazes she receives as she walks in different settings, all the while leaving particularly dark-skinned admirers in awe.
Is skin-bleaching harmful to humans?
Hush’D promotes the ‘Snow White’ range as a natural skin-lightener that uses ‘premium’ ingredients “to instantly whiten the skin.”
One of the main chemicals used to produce this product is Hydroquinone, a skin-lightening agent used topically for the treatment of hyperpigmentation.
While no scientific research exists on the actual dangers Hydroquinone poses to humans, it carries a negative stigma in discourse around colourism, self-hatred and Africanism.
The Hush’D commercial, in particular, drew ire from social media over its glorification of the light skin. The campaign clearly targets dark-skinned audiences who long for acceptance in society and their proposal is the ‘Snow White’ range.
Some lambasted the retailer for promoting colourism, while others shrugged off the outrage as over exaggeration.
Here are some of the reactions we picked out:
This is so violent… We can’t even be dark skinned in peace in AFRICA https://t.co/RInBB4i00X
— May Kuboresha (@kuboresha) February 10, 2022
Looking at this ad from two perspectives of those that re for and against it
— 🖤💗⭕ (@Gennybest_) February 10, 2022
I have come to the realization that we hate ourselves. The world is full of hypocrites.🌚
Learn to hold ur head high and believe in urself; stop pulling others bcos u feel threatened. We re all unique. https://t.co/ZJfikEJrE4
If this ad was about the “glow” of her skin and not the skin tone, why isn’t there lightskin people swooning over her too? How come it’s just darkskin people…not to mention this is a bleaching cream?! https://t.co/i5g8ky4onQ
— Shubby Babyyy♥️ (@Shubbybabyy) February 10, 2022
75k views 🥺 My girl is biiiiigggg 🥰💪🏾
— Afya Lois (@afya_lois) February 10, 2022
Keep viewing https://t.co/Y3gn1uxHXz
Nigerians!! Always at war with yourselves! Later y'all be ordaining yourselves 'Anti racists' but y'all Perpetuate toxic stereotypical discrimination against light skinned and biracial people whilst hiding under the Holy umbrella you term 'Calling out colorism'. Hypocritical mfs! https://t.co/FYZDZM39Eu
— Kimberly 🌬📖 (@Kimberl15375351) February 10, 2022