The famous Ayeza Khan is under fire for endorsing Faiza Beauty Cream after the latest advertisement started airing a few days ago. The beloved actress with her 7.2 million followers on instagram, disappointed fans for being the face of a harmful and toxic ‘fairness’ cream that is banned in many countries for its carcinogenic content.
The Meray Pass Tum Ho starlet shared the ad clip on her official Instagram account and received a lot of backlash. Her fans definitely expected better from the celebrity, who according to them, should have been more mindful about endorsing such a harmful product.
In the ad Ayeza can be seen calling Faiza Beauty Cream her ‘Kamyaabi ki wajah’.
One of the most popular and highest paid actresses of today, endorsing a skin lightening product, especially after the whole ‘Fair & Lovely to Glow & Lovely’ global shift and the media outcry forcing the Black Lives Movement, is shocking and truly disappointing.
Makes people wonder if the actress had been living under a rock and labelled her action and behaviour as ‘reckless’ and ‘tone deaf’.
These stars have a public forum and a massive following; young girls idealise them and what they stand for. Promoting a skin lightening product and calling it ‘her reason to success’ is telling young girls how they can never be successful if they don’t look fair and beautiful.
Here is how Twitter & Instagram fans reacted after seeing the ad:
Ayeza Khan inFaiza Beauty Creme Ad 🤮. A good way of teaching young girls that they can't gain AITEMAAD and can't be successful in life if they have a dark skin colour. When will this society grow up?!? #AyezaKhan #FaizaBeautyCream
— ربیعہ🇵🇰 (@rabeayaarbskro) October 7, 2020
Ayeza Khan is doing some faiza beauty cream ad. She literally takes up everything she gets offered for I guess 😶
— Orin 🌸🌺🌼 (@MawkishSpirit) October 6, 2020
so this aiza doing faiza beauty cream ka ad .. when they stop doing all these "gora krny walay ad?" , we're fine and satisfied with our comlexion.
— 🦋 (@Chaaiiholic_) October 7, 2020
#AyezaKhan is one of the most popular actresses in Pakistan today yet she chose to do the Faiza Beauty Cream ad? Has she been living under a rock? After all the progress we’ve made to challenge negative views about skin colour this year alone!? Tone deaf much.
— Jawairia Rants (@its_jawairia) October 9, 2020
A few even accused her of using expensive brands products herself and misleading the viewers just for a few extra bucks! The fans really are furious this time.
Pakistan’s Deep Rooted Obsession with Skin Whitening- is there an end?
A country that is obsessed with skin whitening, and believe that only ‘gora rang’ can make them more beautiful and confident, where colorism and racism is rooted deep since generations, it is no doubt that fairness creams are sold in abundance to the masses.
However, a report by the BBC that was compiled back in 2017 had highlighted how harmful these creams are for health since they contain huge amounts of mercury, and other poisonous chemicals. Some are even cancer causing.
BBC London ran a story in 2017 and revealed a list of harmful skin whitening creams sold by Pakistani brands- the list included Faiza Beauty Cream, Golden Pearl Cosmetics and Stillman’s cream. Moreover, the report stated how Faiza Beauty Cream contains 0.54% of toxic mercury.
Fines for harmful skin whitening creams
'Poisoning for profit' – fines for harmful skin whitening creams
Posted by BBC London on Friday, January 13, 2017
This year had witnessed massive development and growth in terms of rejecting colorism and accepting people feeling confident in their own skin. Every brand is shifting towards inclusivity- including Glow & Lovely in their recent campaign.
Coming a long way from this deep rooted colonial thinking to Ayeza endorsing a brand like Faiza Beauty Cream, pushes us right back to where we started from!
Celebrities who refused to endorse Fairness creams in Pakistan
It is so heart-breaking to see that even in 2020, many Pakistani are still obsessed with fair skin and treat other people on the basis of their complexion. Due to this obsession, this country has become the perfect market for companies that sell fairness products.
However, it is even shocking that a number of famous celebrities also agree to endorse such products and are we think that they are kind of promoting colourism in the country.
Luckily, there are also a number of actors as well who publicly deny promoting such brands and encouraging young girls to be comfortable on their own skin.
Same here 🙋🏻♀️ Always turned down all fairness product endorsements. The amount of melanin in your skin has nothing to do with how beautiful you are.
If we ALL responsibly refuse whitening endorsements, it might cause a shift in the market. We have the power to change the narrative https://t.co/KSKh1XZ0yB— Momina Mustehsan (@MominaMustehsan) June 5, 2020
Actresses such as Sanam Saeed, Mahira Khan, Ayesha Omar and even Amna Illyas recently revealed how they will never be brand ambassadors for skin lightening creams.
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