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Marketing of fairness cream has been under a lot of criticism from many social organization and they are blamed of creating gender bias. But what¿s true is that these ads represent the psychology of common man, which accepted or not is a bitter truth. Even today birth of a female child is looked upon as a burden on the family and for female looking fair will decide her destiny. It¿s only the mindset of common people that is represented in the ads. Companies are making whooping profits in the cosmetic market. India is viewed as the biggest market for cosmetic products. Indian cosmetic market, which is more than Rs 3000 crore, the competition is getting intense with more and more companies entering into market and trying to capture the market. With the growing competition they want to look fair and one wonders how ¿fair¿ it will go.