In richer countries people are increasingly comfortable, and successful, regardless of their natural... 
(Ben Barnier ABC News)
Even a few men lighten their skins.
Buzz, the salesman, said he is aware that some men use bleaching creams, but he said he does not know anyone among his friends or relatives who does it.
Asked whether he ever tried the products he sells, Buzz said with a grin: "No, not at all, because I don't need these products to be a gentleman. I am already one."
He said, however, that it is easy to spot someone who bleaches their skin.
"Imagine there is someone you know well," said Buzz, "and then you don't see that person for a while. When you see them again, you find out their skin looks different. Then you know they use products."
It is somehow considered shameful for Senegalese men to lighten their skins, partly because it is often associated with homosexuality, a taboo in Senegal. Last week nine men were imprisoned in Dakar for homosexuality; they were given eight years for "unnatural acts."
Skin bleaching is not only widespread in Senegal, but all across western Africa. It is also very popular in Asia.
Commercials for a product in India called Fair and Lovely prompted outrage for linking skin color to success and beauty.
However, these products sell, precisely because buyers believe that having lighter skin leads to to success and happiness.
In Dakar and so many other places, even women who are aware of the dangers fall prey to the idea that if only their skin were lighter, their lives would be better.
"Some young men prefer women with fair skin," Emilie said. "This leads them [the women] to bleach their skins."
Some men encourage their partners to use these creams, according to Ly. Some even buy these expensive products on their behalf.
Many women are also influenced by their female friends and relatives.
"Women who lighten their skins are part of a group," said Ly. "Those who don't, belong to another group."
"Women bleach their skin to come across as modern women who can modify their skin tone as they wish."
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