Vaseline is taking capitalising on social pressures to a wonderfully tech-savvy level.

They’ve launched a Facebook app for a range of skin lightening cream due to be released next month in India.

The page name for the app is “Vaseline Men BE PREPARED“, and incites YOU to “Transform Your Face on Facebook With Vaseline Men” by lightening the skin of one’s profile pic. (Transform your FACE on FACEbook! You see what they did there?! You see?!)

Oh, and what should we be prepared for? Be prepared for mercury poisoning, perhaps? Or be prepared to never, ever look like Bollywood actor Shahid Kapur (the delight-oh-white face of the campaign), no matter how much skin lightening cream you smudge on your modest chops.

Oh yeah, you should probably also know that they’re advertising in a country where people with darker skin are generally looked upon as less beautiful than people with even, light skin tone.

For vark steaks, what is UP? If you’re light, you’re tanning. If you’re dark, you’re covering from head to toe and slapping skin lightening cream all over yourself.

Everyone, let’s just all agree to do it with the frigging lights off from now on, OK?

Oh, and damn you, latinos. You coffee-coloured beautiful bastards.