CITTA, a premium baby skincare brand based in Pune, India, has launched the ‘Fairness Test’ campaign to address colorism and promote diversity and acceptance. This initiative encourages parents to reflect on societal biases related to skin tone and to appreciate their children’s natural beauty.
In a society where questions like “How to make my baby fair?” are common in parenting forums, CITTA’s campaign challenges these notions. The ‘Fairness Test’ assesses a baby’s skin tone but delivers a poignant message: “It’s their innocent smiles that brighten everything—not their skin color.” This approach urges parents to look beyond complexion. Using the hashtag #LetsThinkBeyondColour, CITTA invites families to join the movement toward embracing all skin tones.
CITTA Launches Powerful ‘Fairness Test’ Campaign to inspire parents to challenge colorism and embrace the unique beauty of every child. CITTA Launches Powerful ‘Fairness Test’ Campaign as a call for inclusivity, celebrating smiles over skin tone.
Akanksha Sharma, CEO and Co-Founder of CITTA, stated, “Our research revealed that parents still face societal pressures regarding their children’s skin color. As a conscious brand, we couldn’t ignore these insights. Through this campaign, we aim to empower parents to recognize their baby’s unique beauty and reject unrealistic standards of appearance.”
The campaign particularly resonates with mothers, who often bear societal expectations about their children’s appearance. CITTA hopes to foster an environment where parents feel empowered to reject color-based judgments, encouraging individuality and self-love in their children.
Transparency and safety are central to CITTA’s mission. All products are crafted from ECOCERT/COSMOS Organics-certified ingredients, ensuring they are natural, safe, and gentle for babies. By blending traditional wisdom with modern safety standards, CITTA strives to provide parents with skincare that offers both nurturing care and peace of mind.
For more insights into CITTA’s mission and values, you can watch their story here: https://youtu.be/xqLvvUgBwt4?si=ErXWFVs5JkMaD0ll
About CITTA
CITTA combines traditional practices with contemporary safety standards to offer natural skincare solutions for babies. Co-founded by Akanksha Sharma, the brand promotes confidence in parenting by embracing diversity, inclusivity, and the natural beauty of every child.
For Advertisment & Article Conatct :+91 8235843287