Fair and (hence,) lovely (?)

We Indians often complain of the partisan treatment we get in western countries. We are checked more stringently than other passengers at airports. Even in my personal experience, I was stopped by authorities often and was asked for passport, and a few times quite unnecessarily!
But in my opinion, we Indians are more racist in a way! In our country, products which make your skin 'fairer', not just smooth or moisturized, are made, sold and advertised! Such commercials often depict girls craving to get fairer or girls liking a particular boy when he has turned fairer after a 'fair and handsome' treatment...
More so, some of these companies have come up with 'scales' of measuring skin-tone, and their commercials claim to 'improve' (not 'make lighter') the skin-tone by 2 units on those scales!