Mare, Zivai ORCID: https://orcid.org/0000-0002-9742-3602 (2026) The observer and the observed in colourism and skin bleaching: social marketing implications. In: Academy of Marketing Conference 2026: "Breaking Boundaries – Unlocking Potential", 6th - 9th July, 2026, University of Manchester (Etihad Stadium), Manchester. (In Press)

PDF (Accepted Conference Paper) 52811 MARE_The_Observer_And_The_Observed_In_Colourism_And_Skin_Bleaching_(AAM)_2026.pdf - Accepted Version Restricted to Repository staff only Download (113kB) | Request a copy

Abstract

Skin bleaching remains widespread in communities of colour, driven by colourism, harmful beauty norms, and gendered expectations. Despite serious health risks, many women lighten their skin to improve social acceptance, marriage prospects, and status. Media and celebrity endorsements reinforce lighter skin as ideal, while men’s preferences often shape women’s choices. Using objectification theory, this study explores these dynamics and offers insights for social marketing interventions targeting women and the male observers who reinforce colourist standards.

Item Type:	Conference or Conference Paper (Paper)
Uncontrolled Keywords:	social marketing, vulnerability and wellbeing, skin bleaching, objectification theory
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > School of Management and Marketing
Last Modified:	08 Apr 2026 11:25
URI:	https://gala.gre.ac.uk/id/eprint/52811

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