What Is Wrong With This Brand?
Yes, you read that right. A Pune-based premium baby bath & skincare brand, CITTA, has launched what they call a ‘Fairness Test’ – a tool designed for parents to “measure” their babies’ skin tone in terms of fairness. Sounds shocking? It should. A test that asks parents to evaluate their baby’s complexion, nudging them to question whether it’s fair enough.
Why this tool, you ask? It’s disturbing. It’s uncomfortable. And that’s exactly the point.
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Here’s the twist: instead of delivering a “fairness” score, the brand sends a much-needed message.
What’s the message? Perhaps it’s one worth hearing.
The “Fairness Test” is launched to confront one of society’s ugliest truths: the relentless and toxic pressure to conform to fairness ideals, even when it comes to innocent babies. CITTA created this tool not to promote fairness products but to expose the heartbreaking reality that many parents feel compelled to seek them.
- “How to make my baby fair?”
- “Parents are fair, but my baby is dark – why?”
- “How to know what skin colour my baby will have?
- “How can I change my baby’s skin colour?”
- “What skin colour will my baby have?”
These search terms aren’t fictional; they are among the top queries typed into the internet, even today. CITTA’s fairness test holds a twist – one that delivers a powerful emotional message to those navigating the pressures of societal judgment.
After asking parents to assess their baby’s skin tone and how much they would spend to make it fairer, the test doesn’t spit out a “fairness score.” Instead, it gives parents an emotional plea:
“Even today, ‘How to make my baby fair?’ is one of the top searches online. Let’s change this together.
Because it’s their innocent and trusting smiles that BRIGHTEN everything around! Not their skin colour.
This Children’s Day, #LetsThinkBeyondColour.”
The campaign’s real purpose is to make parents pause, reflect, and hopefully shatter the unFAIR expectations they have been conditioned to believe.
For CITTA, the motivation behind this campaign came from raw, unfiltered consumer insights. “We were taken aback when we discovered that even today, one of the most searched questions about babies’ skin was ‘How to make my baby fair,’” shared Akanksha Sharma, CEO & Co-Founder, CITTA. “We couldn’t ignore this. As a conscious baby bath and skincare brand, we felt a deep sense of responsibility to offer support to parents who are impacted by these societal pressures. Our goal is to help them embrace their child’s natural beauty and challenge these unrealistic standards.”
The emotional stakes couldn’t be higher. Mothers, in particular, carry a crushing burden. Many feel the weight of judgment from family, friends, and society, fearing that their child will face discrimination based on skin tone. CITTA’s campaign acknowledges this pain while encouraging parents to reject the chains of colourism and embrace their children for who they are.
What are your thoughts on this bold and eye-opening campaign that dares to confront society’s deepest biases head-on?
Click here for the campaign video: https://www.youtube.com/watch?v=xqLvvUgBwt4
For more information or to check out the Fairness Test, visit: https://cittaworld.com/pages/skin-fairness-test
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About CITTA
Inspired by the traditions and knowledge of childcare passed on for generations from grandmothers to mothers #DadiNaniKeNuskhe, CITTA’s roots lie in the research undertaken to understand the customs, rituals, and practices followed across the country backed by extensive research and development done to formulate the products which are safe, gentle and mild for babies. As a brand, we want every child to feel the endless love of a grandmother. So we’ve designed a more convenient option for young parents by creating products that are Natural, Safe & Tested. We believe in 100% transparency, so every ingredient we use is mentioned on our label. By offering products formulated with ECOCERT/ COSMOS Organics-certified ingredients, CITTA aims to provide parents with peace of mind, knowing that they are making the best choices for their little ones’ health and well-being.
Website: https://cittaworld.com/ About Akanksha Sharma
Akanksha Sharma is the Co-Founder and CEO of CITTA (Lexicon Lifestyle – A Lexicon Group Enterprise) – a Pune-based premium bath and skincare brand, who brings a unique blend of expertise and innovation to the premium baby bath and skincare industry. With her background in Apparel Industry Management from the prestigious Fashion Institute of Design & Merchandising, Los Angeles, she approaches business with a multidimensional perspective. Her unwavering commitment to transparency is evident in CITTA’s ethos, where every ingredient is disclosed, ensuring parents have complete peace of mind about their baby’s skincare. Akanksha’s mantra is simple yet assertive: informed choices empower confident parenting, and every baby deserves nothing less.
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