

Quantitative Research

"What is the Impact of Skin whitening products’

advertisement on young women's self-esteem?”

Group Members:

Maria Mohammed
Mazia Zehra
 INTRODUCTION
 British might have spared us from their rule but in some
regards we are still under their influence.
 One of them is the love for white skin.

 The craze to have white skin has driven the skin lightening
products’ industry.
 Apparently, this craze for white skin has been aggressively
marketed.
 Thus, media and marketers play a huge role in influencing
young women of Pakistan.
 RESEARCH OBJECTIVES
 How do target audience perceive fairness in different
contexts?
 What influences the target people in skin-whitening
products’ advertisements and their buying and consumption
pattern?
 What is the impact of skin whitening products
advertisements on young women’s self-esteem?
 HYPOTHESIS

o H1 – Skin Whitening products’ advertisements do

have a significant impact on young women’s self-
esteem

o H0 - Skin Whitening products’ advertisements have

no significant impact on young women’s self-
esteem.
 SAMPLING METHODOLOGY

 Survey Population: All young women who use skin-

whitening product
 Sampling Frame: Young women aged 18-35 who uses skin-
whitening products.
 Sampling Method: Non-Probability Sampling Method would
be used i.e. Quota Sampling because it utilizes form of
convenience sampling as opposed to probability sampling
 Sample Size: 32

 Sampling Units: 32 women aged between 18-35

 RSEARCH METHOD

 Closed/Structured Questionnaires have been used

to conduct our Quantitative research.
 The questionnaire comprises of 11 Questions.

 Closed ended questions- yes/no type, multiple

choice, 2 likert scale.
RESEARCH FINDINGS

Age
Less Than 18 18-23 24-29 30-36
26.67% 6.67%

40.00%

26.67%
 Occupation
Student Worker HouseWife Others
23.33%

13.33%
63.33%
 Fairness/ White Skin is associated with...?
90%

80%

70%
Strongly Agree

60%
Agree

50%
Neutral
40%

Disagree
30%

Strongly Disagree
20%

10%

0%
Statement 1 Statement 2 Statement 3 Statement 4 Statement 5 Statement 6 Statement 7 Statement 8 Statement 9
 Complexion of Skin
Fair Medium Olive Brown

20.00% 13.33%

20.00%

46.67%
Use Skin Whitening Product?
Yes No

100.00%
Which Media Influenced the consumer
Print Media TVCs Social Media Other

13.33% 6.67%

80.00%
 Factor that Influenced to buy the product
Skin Whitening Factor Cure For Dark Circles No Blemishes Flawless Skin

13.33%
10.00%

6.67%

70.00%
 Brands of Fairness Products
Fair & Lovely Series Garnier Light Ponds White Beauty Other

23.33%

46.67%

16.67%

13.33%
 Daily usage
Once Twice Thrice Multiple

40.00%

60.00%
Buying Pattern of Skin Whitening Products
Weekly Monthly As Directed Occasionally

30.00%
3.33%

66.67%
Results/Effectiveness of Skin Whitening Product as advertised
Yes, Very Much To Some Extent Not Sure Not at all

16.67% 20.00%

23.33%

40.00%
 Feeling After Watching Fairness
Product Ads

Strongly Disagree Disagree Neutral Agree Strongly Agree

0% 0% 0% 0% 0% 0%
13% 10% 13%
17% 17%
23%

27%
23% 33%
30% 40%

50%

50% 56%
47% 37%
50%

27%
10% 7% 7% 10%
3%
Statement 1 Statement 2 Statement 3 Statement 4 Statement 5 Statement 6
Feel better once you start getting the results after using the Fairness Product?
Yes, I do Not at all

3.33%

96.67%
 ANALYSIS
 It was deduced that majority of the consumers/respondents
were medium complexioned young university going girls/
 Used fairness products regularly

 Mostly influenced by TVCs of fairness products highlighting

the ‘skin-whitening’ factor.
 PERCEPTION OF FAIRNESS
 Aggressive marketing have been successful in creating an erroneous perception of
fairness/white skin being associated to different attributes among young women.

 They associated white skin/fairness to:

 The definition of beauty,

 Higher self-esteem,

 Finding better marriage proposals/spouse

 Social conformity, reflection of higher social strata

 And even associated it with being able to have better career opportunities.

 To be able to pull off latest hair color trends, and any cosmetics colors as well.
 The Impact on their Self-esteem

 This strongly held perception of fairness/white skin as created by these

advertisements have potentially reinforced and raised negative impact in
the society and on the young women as a whole.
 Have earnestly hurt their self-esteem:

 By making them feel low and inferior about themselves in terms of

beauty/attraction
 Has also triggered anxieties among them.

 Making them buy the false notion that they would be less socially
acceptable
 Some also believed that their careers might’ve flourished had they been
fairer
 Or would be able to find the ideal marriage proposal.
 Continued…

 Proposed hypothesis have been accepted that ads

featuring skin-whitening products do have an
impact on young women’s self-esteem and that too
a negative one.

 We should work our way towards a 
healthier skin rather than a fairer one.
 RECOMMENDATIONS
 Ads should not explicitly or implicitly demonstrate dark skin toned people
as unattractive, unhappy or unsuccessful.
 Ads should not associate lighter color skin with particular higher socio-
economic strata, profession, race or religion
 As beauty queens and divas have helped to created the whiter skin better
myth, they can help to re-create a perception where make young women
would understand that skin color has nothing to do with success, personal
goals etc.
 We need to have such laws that are binding on both the producers and
advertisers of the products
 The Information Ministry who controls the ads could also take some
measures to restrict the advertisers from using various strategies to
influence and manipulate the consumers through skin-whitening product
ads