Srishti Dixit (DNA; February 18, 2015)

During the promotions of Dhoom 3, when asked if she is okay with the idea of endorsing fairness creams, Katrina Kaif had said, “While endorsing a cream I will make sure that it does not claim to improve skin colour or fairness, as it is ridiculous and wrong. I am not sure if I have done it in the past. But now, there is a lot of awareness and I am sure I will not do it henceforth.”

But clearly, those claims meant nothing to Kat, as she is now seen endorsing a skin ‘whitening cream’ by L’Oreal. In the commercial, Katrina who is already light-skinned, is shown to be ridiculously fair. The cream claims to not only make you fair, it also turns the clock back and makes you look young and wrinkle-free!

For an actress of her stature who is considered a role-model by several young and impressionable girls to send out a message that ‘fair skin’ is the primary marker of beauty is dangerously wrong.

In the past, Shah Rukh Khan and Yami Gautam have ran into trouble for endorsing the racist idea that if you don’t have fair skin, you are basically a loser in life.