Abstract

The motives underlying the practice of regularskin bleaching among Togolese adults were examined.Eight types of basic motives were evidenced. Fourmotives appeared as clearly dominant. Participantspracticed skin bleaching on a regular basis mainly (a) toappear important, (b) to look attractive, (c) becausethey enjoyed their light coloured skin, and (d) becauseskin bleaching was fashionable. They did not practiceskin bleaching as a demonstration of opposition toAfrican culture or to their relatives or as a demonstrationof compliance with others’ wishes. They also sometimespracticed skin bleaching as a means of securing a job.Implications in terms of health policy are discussed.