Skin bleaching: exploring perceptions of customers in two skin-whitening clinics in KwaZulu-Natal.

Abstract

The purpose of this study was to explore the underlying reasons why people engage in skin bleaching activities in spite of the multiple negative side effects associated with it. The study also aimed at determining the extent to which those who engaged in skin bleaching activity are aware of the negative consequences of the practice and how they try to curb them. Additionally, the study aimed to determine which of the currently existing theories on why people engage in skin lightening provides a more plausible explanation for understanding the rationale for the practice of skin -bleaching in the South African context. Qualitative interviews were administered to eight participants that have previously engaged or are currently using skin lightening products. The participants’ bleaching experience varied between three to nineteen years. The study revealed that participants in KwaZulu-Natal bleach their skin to enhance their beauty, to remove marks and to counterbalance the effects of extended use. The desire to become attractive to the opposite sex was the least rated reason for those engaging in the practice. The study revealed that participants in KwaZulu-Natal who engage in skin bleaching are often unaware of the negative side effects associated with skin lightening, some of which range from the products being expensive and addictive, to having a toxic interaction with skin cells. The findings of this study also show that people are propelled towards light skin and other Eurocentric features by how they were socialized; firstly, as children and later on, as adults. It was discovered that the media including social media, and other mediums of advertisement play a big role in promoting black people’s yearning for whiteness; skin bleaching being one of the ways to acquire it. The research made one important recommendation that entails the need for comprehensive medical services including dermatological services to be made available in all hospital categories. This will allow people to access appropriate medical treatment without having to opt for quicker alternatives that often turn out to be skin lightening agents when faced with skin problems. Some suggestions for further research were also made.