Am I Worth It Now? the Social Currency of Fair Skin For Bengali Millenials in the U.K.
This research study seeks to understand the value and social currency of skin lightening products amongst millennials from the Bengali community in the U.K. It emerges that the consumption of these products surrounds the deep rooted ideologies of beauty, that have been transferred across the migrating generations from India.
Amandeep Takhar, Gaye Bebek, and Thomas Magede (2021) ,"Am I Worth It Now? the Social Currency of Fair Skin For Bengali Millenials in the U.K.", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 897-897.
Amandeep Takhar, De Montfort University
Gaye Bebek, De Montfort University
Thomas Magede, University of Wolverhampton
NA - Advances in Consumer Research Volume 49 | 2021
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