Premium Baby Skincare Brand Launches ‘Fairness Test’ for Babies
Are you also one of those parents who ask others or search on the internet following questions? If yes, then you must take this fairness test launched by baby skincare brand ‘CITTA’.
- “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.
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. 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.
Here’s the twist: instead of delivering a “fairness” score, the brand sends a much-needed message.
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.
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
