Nadinola and Glutathione: Refining and Advancing a Dangerous Practice
Skin bleaching is a big, international business, participated in by global capital and local entrepreneurs, where brands become globally transgenerational as well as transracial. The chapter looks at Nadinola ads in newspapers, magazines and online from the 19th to the 21st century, as well as online infomercials for glutathione, and edu-mercials to see what excitable speech and subjectivation emerge in terms of skin. Bleaching products are not happy objects of ‘post-race’, neoliberal racialization, because they cannot erase the problematics of the inequities of colourism and racism, or darker skin’s subterranean psychic life as lack. Within racialized gender libidinal economies, bleaching products are cruel products whose risk to the body is downplayed by ads and which make the skin conform to colourist and racist norms and ideologies that devalue darker Black skin.
KeywordsMercury Radar Marketing Tate Egypt
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