Says Aishwarya Rai Bachchan who has refused to endorse a skin lightening cream in a country obsessed with fair skin . Aishwarya Rai Bachchan does us proud, again. In a country which is obsessed with fair skin, Aishwarya recently took a firm stand. She refused to be the Indian face of a skin lightening cream by a global cosmetics company.
After Aishwarya turned down the offer, the cosmetics company signed Sonam Kapoor to endorse the fairness cream. The cosmetics company is positioning Sonam as a ‘young face’, as opposed to Aishwarya, who may now be called the ‘older face’ of the cosmetics industry.
However, a source reveals that the key factor behind Sonam being the new face has got nothing to do with her age. Revealing the real reason for Aishwarya’s refusal and Sonam’s subsequent approval, our source said, “It was the fairness cream that bothered Aishwarya. She said that she didn’t want to promote a fairness cream, especially in India, where one’s skin colour is such a big issue. She will never promote a product that discriminates on the basis of one’s skin colour. Ours is a society where biases are so prevalent that she will do all she can to curb it.”
“When Aishwarya refused to relent, the cosmetics company was forced to get Sonam into the picture. They need an Indian face for the promotion and Sonam was the next ideal choice,” said our source.
When contacted, Aishwarya refused to comment as she is contract-bound. Commenting on how Aishwarya has reacted to this, the source said, “Such stories seldom bother her. Aishwarya is primarily guided by her sense of ethics as far as advertising is concerned. She does not endorse products unless she believes in them. She was recently offered a fortune to replace Rani Mukerji to endorse a popular mosquito repellent, but she turned down the offer.”