Factors that influence the increasing use of Fairness creams by women: a case of Kariobangi South, Nairobi, Kenya

Abstract

This study aimed at finding out the reasons why women use fairness creams despite increasing health concerns. Key words include skin whitening, fairness and lightening creams. It is increasingly apparent that more and more women are using fairness creams. This is because they seem to have developed a craving for fair skin. This fact is being taken advantage of by manufacturers and traders through advertisements. The craving is however being perpetuated by the media by advancing the notion that light is right indirectly through their content.

This study contains four main variables. The independent variables include the fear of the Sun's damaging and darkening rays, various skin defects, men's preference of fair skin partners and societal perception that fairness equates to beauty. This study therefore aimed to assess the influence of the fear of the Sun's darkening rays on use of fairness creams by women. The influence of skin defects on the use of fairness creams by women, the influence of men's preference of fair partners on the use of fairness creams and the influence of societal perception than fairness equates to beauty on the use of fairness creams by women. This study adopted a quantitative approach which involved survey.

A sample was taken from the target population from which results were obtained. Probability sampling technique was adopted using convenience sampling. A structured questionnaire was adopted using the 'Drop and Pick, method. Data was presented using tables and percentages after being analyzed by way of correlation. Findings were documented in chapter four and discussed in chapter five.