PERCEPTION AND HEALTH RISK AWARENESS OF WHITEVERTISED SKINCARE PRODUCTS AMONG WOMEN IN ANAMBRA STATE, NIGERIA

Ogochukwu Charity Ekwenchi, Chinedu Richard Ononiwu

Abstract


‘Whitevertised’ skincare products are found in such societies as Nigeria where women show reverence for white skin. They are presented using a plethora of advertisement techniques that can make white skin appear desirable. Anchored on social constructionism and selective perception theory, this study aimed to find out how women in Anambra State perceive these products and their awareness of the health risks they can pose. To achieve these objectives, a quantitative approach involving survey was adopted.  Data were collected from a random sample of 400 women. Findings showed that these products are prevalent and are used by most of the respondents to ‘maintain’ their skin colour. The study also showed that the perception towards these products varied with age and educational qualification, and was also shown to be influenced by price, place of origin, scientification, celebrity-endorsements and past experiences. In addition, findings from the study showed that the health risk awareness of the risks these products can pose was low among the younger respondents and the least educated. Based on these findings, this study recommended health awareness campaigns targeted at the young and least educated who were shown in this study as most vulnerable.


Keywords


Perception; health risk awareness; whitevertising; whitening; skincare products;

Full Text:

PDF

References


Adow, M. (2013).Nigeria’s dangerous skin whitening obsession. Retrieved August 12, 2016 from http://www.aljazeera.com/indepth/2013/04/20134514845907984.html

Ahmed, R.R., Seedani, S.K., Ahuja, M.K., & Paryani, K. (2015). Impact of celebrity endorsement on consumer buying behavior. SSRN, 16, 12-20

Armenian Women for Health and Healthy Environment (2011).Case study on Mercury in skin lightening creams in EECCA, in particular in Armenia, Belarus and Georgia. Retrieved August 11, 2016 fromhttp://www.zeromercury.org/..._/Armenia/19_04_2011_Case_Study_Cosmetics_EECCA

Arif, H. (2004). Woman’s body as a color measuring text: a signification of Bengali culture. Semiotica, 150(1/4), 579-595

Charles, C.A.D (2003). Skin-bleaching, self-hate, and black identity in Jamaica. Journal of Black Studies, 33(6), 711-728

Cristaudo, A., D’illio, S., Gallinella, B., Mosca, A., Majorani, C., Violante, N., Senofonte, O., Morrone, A., &Petrucci, F. (2013). Use of potentially harmful skin-lightening products among immigrant women in Rome, Italy: a pilot study. Dermatology, 226 (3), 200-206

Danijela, S., Slobodan, L., Vesna, D., Dragan, M., Danijela,V., Brankica, L., & Milijasevic, M. (2011). The role of consumer’s perception in purchasing of meat and meat products. 5th International Meat Industry Conference, Book of Abstracts, page 161

De Cort, A. (2009). The ideal of female beauty in two different cultures: socio-cultural analysis of Belgian and Malaysian print advertisements. Novitas-ROYAL, 3(2), 117-128

Etcoff, N., Orbach, S., Scott, J., & D’ Agostino, H. (2004).The real truth about beauty: a global report. Retrieved September14, 2015 from http://www.campaignforrealbeauty.ca/uploadedFiles/dove_white_paper_final.pdf>

Ibenegbu, G. (2018). The biggest market in Africa. Retrieved April 12, 2016 from https://www.legit.ng/1154853-the-biggest-market-africa.html

Koster, E.P., &Mojet, J. (2007).Theories of food choice development.In L. Frewer& H.C.M. Van Trijp (Eds), Understanding consumers of food products (pp.93-124). Abbington, Cambridge, UK: Woodhead Publishing

Kuffour, R.A., Dartey, E., Owusu, W., &Dabouh, P.M. (2014). Level of awareness of effects of the use of cosmetic bleaching products among women: a case study of Bolgatanga municipality of Ghana. Research on Humanities and Social Sciences, 4(11), 57-62

Ladizinski, B., Mistry, N., &Kundu, R.V. (2011). Widespread use of toxic skin lightening compounds: medical and psychosocial aspects. Dermatologic Clinics, 29, 111-123

Leong, S. (2006). Who’s the fairest of them all? Television ads for skin-whitening cosmetics in Hong Kong.Asian Ethnicity, 7(2),167-181

McDougall, A. (2013). Skin whitening products have global potential if marketed correctly. Retrieved August 12, 2018 from https://www.cosmeticsdesign-asia.com/Market-Trends/Skin-whitening-products-have-global-potential-IF-marketed-correctly.

McQuail, D. (2010).Mass communication theory (6th edition). London: Sage Publications.

Muise, A., &Desmarais, S. (2010). Women’s perceptions and use of ‘anti-aging’ products. Sex Roles, 63(1), 126-137

Mire, A. (2005).Pigmentation and empire: the emerging skin-whitening industry. Retrieved October 16, 2016 from http://www/counterpunch.org

Murphy, T., Kim, S., Chanra, P., Lim, S., Wilson, K., Irvine, K.N., Slotton, D.G., & Allen, L.(2015). Mercury contamination of skin-whitening creams in Phnom Penh, Cambodia. Journal of Health and Pollution, 5(9), 33-46

Okunna, C.S., & Omenugha, K.A. (2012).Introduction to mass communication (3rd Ed.). Enugu: New Generation Books.

Olumide, Y.M., Akinkugbe, A.O., Altraide, D., Mohammed, T., Ahamefule, N., Ayanlowo, S.,Onyekonwu, C., & Essen, N. (2008).Complications of chronic use of skin lightening cosmetics. International Journal of Dermatology, 47(4), 344-353

Santoso, T., & Raharjo, L. (2013). Natural and organic skin care perception: a study in Jakarta. International Conference on Entrepreneurship and Business Management

Saeed, R., Naseer, R., Haider, S., &Naz, U. (2014). Impact of celebrity and non-celebrity advertisement on consumer perception. The Business and Management Review, 4(3), 154-160

Sokal, A., &Bricmont, J. (1999).Fashionable nonsense: postmodern intellectuals’ abuse of science. New York: Picador.

Street, J.C., Gaska., K., Lewis, K.M., & Wilson, M.L. (2014). Skin bleaching: A neglected form of injury and threat to global skin. African Safety Promotion: A Journal of Injury and Violence Prevention,12(1)

Sylvia, K. (2014). Hegemonic whiteness: A qualitative study of fairness advertisements in India: Texas State Undergraduate Research Journal, 2(1), 1-5

Thanisorn, R., Byaporn, N., &Chanchai, B. (2012). Thai consumers’ perception on herbal cosmetic products: a comparative study of Thai and imported products. Information Management & Business Review, 4(1), 35-40

TNS Opinion & Social.(2009). Europeans’ attitudes toward chemicals in consumer products: Risk perception of potential health hazards. Special Eurobarometer314/71.1

UNEP.(2008).Mercury in products and wastes. Geneva, United Nations Environment Programme, Division of Technology, Industry and Economics, Chemical Branch. Retrieved June 17, 2015 fromhttp://www.unep.org/chemicalsandwaste/portals/9/Mercury/AwarenessPack/English/UNEP_Mod1_UK_Web.pdf

World Health Organization.(2011). Preventing disease through healthy environments. Mercury in skin lightening products. Retrieved January 12,2016 from http://www.who.int/ipcs/assessment/public_health/mercury_flyer.pdf

Yoo, J-J., Kim, H-Y. (2012). Perceived risk of sunless tanning product use and its relationship to body satisfaction. International Journal of Marketing Studies, 4(4), 13-21

Zhang, L. (2013). Eurocentric beauty ideals as a form of structural violence: origins and effects on east Asian women. Retrieved March 10,2015 from http://twp.duke.edu/uploads/media_items/leizhang-delib2013.original.pdf




DOI: http://dx.doi.org/10.47851/naujocommed.v2i1.117

Refbacks

  • There are currently no refbacks.


Department of Mass Communication. Nnamdi Azikiwe University Awka.

ISSN:2756-486X (Online)