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South Africa is marketed to the world as Mandela's rainbow nation, where everyone is proud of their race and heritage. But for some black South Africans there is such a thing as being too black.

A recent study by the University of Cape Town suggests that one woman in three in South Africa bleaches her skin. The reasons for this are as varied as the cultures in this country but most people say they use skin-lighteners because they want "white skin".

Local dermatologists say they are seeing more and more patients whose skin has been damaged by years of bleaching - most of the time irreversibly.

In many parts of Africa and Asia, lighter-skinned woman are considered more beautiful, are believed to be more successful and more likely to find marriage.

The origin of this belief in Africa is not clear, but researchers have linked it to Africa's colonial history where white skin was the epitome of beauty.

Some have also suggested that people from "brown nations" around the world tended to look down upon dark-skinned people.

The World Health Organization has reported that Nigerians are the highest users of such products: 77% of Nigerian women use the products on a regular basis. They are followed by Togo with 59%; South Africa with 35%; and Mali at 25%.

South Africa banned products containing more than 2% of hydroquinone - the most common active ingredient in the 1980s. But it is easy to see creams and lotions containing the chemical on the stalls here. Some creams contain harmful steroids and others mercury.

Psychologists say there are also underlying reasons why people bleach their skin - but low self-esteem and, to some degree self-hate, are a common thread.

But skin-lightening is not just a fascination and obsession of women. Congolese hair stylist Jackson Marcelle says he has been using special injections to bleach his skin for the past 10 years. Each injection lasts for six months.

Entrenched in the minds of many Africans from a young age is the adage "if it's white, it's all right", a belief that has chipped away at the self-esteem of millions.

Until this changes, no amount of official bans or public information campaigns will stop people risking serious damage to their health in the pursuit of what they think is beauty.

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Source: BBC