on Pond’s death, and legal wrangles over who owned the industrial rights to the extract, generated difficulties for the early Pond’s, however, by the 1880s everything had settled down and Pond’s Extract Company flourished.
Peterson and Tuma suggested that Pond skin lightening products industry met phantastic tempos of growth over the previous two decades within the global beauty industry (2006, p.54 and 2010, p. 34). This growth was determined by not only people permanent desire to become white (light-skinned), but also by two factors of technological advancements and marketing forces of the contemporary world. White is right motto combined social and economic matters (as a desire for the higher status), but also presented user / consumer as a creature who was able to control his / her body, altering the nature according to the human wishes. From the other perspective, skin lightening practice forced users / consumers to accept mythologies of the global market; for instance, white is right pretended to be effective motto, as if it was proven that dark-skinned person was less beautiful than white, and as if dark-skinned person was less right than white person only because of the colorism of her / his skin.
According to Thomas, white skin desire phenomenon could be regarded globally; however, its importance in African, Asian, Middle-Eastern, and South American contexts (as non-white cultures) would have been even greater than it used to be in Europe or North America, because people there strongly believed that their skin colorism was connected with such social and cultural categories as social status and self-esteem: supposedly, with a dark skin color it was harder to behave like highly respectful and successful person in the society (2008, p. 4).
As it was stated by Levi, the ability of lightening skin to empower the women lies in delivering the power in controlling their skin tone and their bodies too, set them, females, free from the masculine control. In