QUEST FOR BEAUTY AND THE EXPLOITATION OF FEMALE GENDER IN NIGERIA: A STUDY OF SKIN CARE AND WEIGHT LOSS INDUSTRIES IN PORT HARCOURT, RIVERS STATE

Abstract

The demand for skin lightening and weight loss products in Port Harcourt remains high. Many women, including students and young professionals, use these products despite known health risks such as mercury poisoning, hormonal imbalances, and eating disorder. The problem lies not just in the use of these products, but in the systematic exploitation of gendered insecurities by industries that profit from women’s self-doubt. These industries promote unrealistic beauty standards, often equating light skin and slim bodies with success, purity, and desirability. This creates a cycle of consumption where women are made to feel inadequate unless they conform. The study used feminist and Commodity Fetishism to explain how power relations, particularly patriarchy, shape women’s experiences and how consumers attribute magical powers to products. The study adopted a qualitative research design using phenomenological and ethnographic approaches to understand the lived experiences of women in Port Harcourt. A sample of 20 participants was selected using purposive and snowball sampling. Data collected by interview were analyzed using thematic analysis. Transcripts were coded for recurring themes such as “self esteem,” “peer pressure,” “marketing tactics,” and “health concerns.” Themes were grouped into broader categories for interpretation. Findings confirmed that industrialization of beauty in Port Harcourt is deeply intertwined with gender exploitation. Industries profit by selling the myth that woman must be fair and slim to be valued. Study recommends the need to launch public awareness campaigns on the dangers of skin lightening and unsafe weight loss.