Content analysis of advertisements and news of skin-lightening products targeting black women and community outreach program

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309 Silo Lane | Madison, AL | 35757 | (256) 270-9155 | DonnaOti@3Cfirm.com Title of the Project: Content Analysis of Skin-Lightening Products Targeting Black Women and Community Outreach to Communicate the Risks PROJECT SUMMARY/ABSTRACT The harmful effects of skin-lightening products on both the physiological and psychological health of Black women have been well documented by medical professionals and social scientists. Skin lightening has significant adverse effects (Pollock et al 2020). Despite regulations by the U. S. Food and Drug Administrations (FDA), the cosmetic industry continues to use harmful skin lightening agents. This phenomenon represents a global health crisis rooted in colorism. This study contributes to the limited research about skin lightening in the United States. Invisibility of the problem in the United States be impacted by social stigma and U.S. cosmetic manufacturers’ practice of masking products with euphemisms such as “radiant” and “brightening” in advertisements. This study will communicate scientific evidence to serve and protect Black women of diverse skin types and backgrounds. The study is divided into three parts: content analysis, communication campaign, and Train-the-Trainer workshop for community leaders by community leaders. The content analysis examines advertisement and news items in print and digital magazines targeting Black women. Next, a communication campaign will include sharing findings with community groups. The researchers hope to extend access to the messages by developing a train-the-trainer workshop for community leaders. This research seeks to evaluate to what degree disclosures about potential harm and risk have evolved to address FDA’s warnings and regulations. The content analysis will also document the words used to describe skin bleaching, the presence of celebrity endorsement in advertisement, the messages used to influence target audiences, and the change, if any, in messaging strategies to respond to anti-colorism advocacy and FDA regulations. Next, the research will educate Black community leaders and their constituents. The education campaign will prioritize communities with a high prevalence for using skin-lightening products. The messages will focus on the risks associated with using skin products with harmful ingredients, including glutathione, hydroquinone, steroids, and mercury. While it is critical to address the psychological motivations for using skin-lightening products, the urgency of harm necessitates immediate attention. Moreover, addressing the psychological motivation for using skin- lightening products must be embedded in communities using multiple communication, education, and marketing strategies over time. The content analysis will provide valuable data for heuristic research into the psychological motivations.