The latest product, called Lactacyd White Intimate, comes after huge controversy was sparked when 18 Again- an Indian pharmaceutical “vaginal tightening and rejuvenating cream” came onto the market earlier this year, the Daily Mail reported.
The latest product’s advert, which is online, on TV and on radio, shows an attractive, fair-skinned young woman complaining about how tight shorts can leave skin looking darker.
She then waltzes off in a tiny pair of white shorts as a voice-over states that the product can help skin become “bright and translucent.”
In a country where fair skin is synonymous with success, skin and body hair whitening products are readily available, the industry is expected to reap 2 billion dollars this year alone.
This is the first vaginal whitening wash to hit the shelves.
When 18 Again hit the shelves in India, not only did women voice the opinion on Twitter that 18 Again was created by Ultratech purely to cash in on female insecurities, but many criticised the accompanying TV advert.
The awkward commercial, set in an extended family household, involves a woman dancing around the internal courtyard with her husband.
She repeatedly sings lines borrowed and from Madonna’s ‘Like A Virgin’ (but given a Bollywood makeover), including “ooh, I feel like a virgin” and “it feels like the first time.”
Her husband grabs her waist and warbles “oh, yes it’s true” while an elderly couple of parents look on, seemingly aghast.
The film ends with a shot of the product, then a clip of the intrigued elderly couple apparently using the internet to order some of the cream for themselves.
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