Ronald Hall, Michigan State University and Neha Mishra, Reva University of Bangalore

“Tall, dark, and handsome” is a common phrase echoed by people around the world when describing the most ideal, attractive man. But in India, local people have something else in mind when they describe what they most want in a man. The “tall, dark, and handsome” is being replaced by the “tall, fair, and debonair”, spurred by recent trends in the skin bleaching market.