Vaseline has developed a skin lightening app for Facebook, so users can make their profile pics look whiter. Because why rely on an advertiser's unrealistic and racist image of beauty when you can create your own?
Skin whitening creams have been marketed to women for a long time, especially in India (in fact, Vaseline India's homepage right now is an ad for a whitening "body milk"), and skincare companies have been trying to spread the "whiter is better" message to men as well. Now Vaseline Men has debuted a Facebook app that lets men "BE PREPARED" — by whitening their profile pictures. AFP's coverage of the app notes that "a poll of nearly 12,000 people by online dating site Shaadi.com, revealed that skin tone was considered the most important criteria when choosing a partner in three northern Indian states," and indeed, Vaseline Men's BE PREPARED page does seem to be working the dating angle. One recent post reads, "Love Letter or Love Sms', what will you prefer to speak your heart out to your SPECIAL ONE??"