Vaseline has developed a skin-lightening application for Facebook in India, allowing users to make their skin lighter on profile pictures.
The application was designed to promote Vaseline's skin-lightening creams for men, a rapidly growing market driven by fashion and cultural preference for lighter skin.
In 2005, Indian cosmetics producer Emani launched the first skin-lightening cream for men, called “Fair and Handsome”; a product for women had been released 27 years earlier. Since then several companies, including Garnier and L'Oreal, have produced skin-lightening products.
In 2009, a poll conducted by Indian online dating site Shaadi.com revealed that skin tone was considered the most important criteria when choosing a partner.