This is really what the ads below are doing: Brown women can now empower themselves by taking their skin into their own hands to make it lighter with the help of Fair and Lovely.
This article defends the ads as not as demeaning as they used to be (!!!!!) and that the craze for "fairness" has nothing to do with colonialism and is part of Indian culture. In other words, Fair and Lovely is not really imposing its own image of beauty on brown women; it's just responding to a deep, wholesome cultural need for which the company should be given an award for its multicultural sensitivity!
The victims of the first two adds are Indian women. The third is for Arab women. Urgh!!!!