How important is your online image?
A skin lightening application for Facebook in India will allow users to make their faces lighter in their profile pictures. How important are these online images?
The application is part of a campaign by skincare company Vaseline to promote its range of skin-lightening creams for men.
Skin lightening creams for women have been on the market for 27 years, but only recently have the creams been marketed for men, with more than half a dozen foreign brands for sale in the region.
In 2009, a poll of nearly 12,000 people by online dating site Shaadi.com claimed that skin tone was considered to be one of the most important characteristics when choosing a partner in certain northern Indian states.
Would you use this application? Should social network users be encouraged to lighten their profile pictures? Is there too much pressure on people to alter their skin colour?