Do you think making efforts to look good is the special domain of Women ? No.Adorning one's body and looks is prevalent since ages. Indian Mythologies are replete with examples, which stress on the importance of looking good. In this regard, I beg to differ with your view that Men are Gullible.
Indian fixation for the fair skin is an old thing and no amount of education, awareness or any other thing can cure it. Just look at any of the matrimonial ads, everywhere the prospective bride has to be compulsorily fair skinned. Until the past decade or so, it did not matter much for men to be well groomed and polished looking. But ever since globalization has brought the world together and the open trade policy initiated in India by late Rajiv Gandhi, many foreign cosmetic companies entered the picture and they introduced this concept of the modern metrosexual man. So now there are so many different saloons and spas exclusively for men as well as exclusive cosmetic products for men. And seeing Indian fixation for fair skin, these products are now targeted more for men who fall for it big time.
Wel, compare to earlier, now a days men are more concern about their beauty then women. As we know business rule is to cash the need of the people and therefore, most of the cosmetic companies started launching cosmetic more for men for getting fair
As a country, we are obsessed with fair complexion. It is silly but that is the utmost important criterion for external beauty. Earlier beauty was considered to be the domain of women. But as more and more men entered into glamour world, beauty entered their world too. Waxing of chest hairs, pedicure and manicure and so on...men or to be precised cosmo males started experimenting with everything that was limited to women earlier. From screen lives, things slowly creep into real lives. And business and ads always tap on such things.
But still I feel that there are real men as well as women who are comfortable in their skin and do not get obsessed by fairness or the ads of such products.
But I really find these ads hurting the feelings of masses ( we are by large dark skinned country) as they always show dark skin as a sign of inferiority.