This article examines how Ghanaians rationalize the use of skin whitening products. In it, I examine the forces that encourage self-image manipulation of physical appearance, as well as the psychological and physical effects that colorism and skin bleaching have had on the people of Ghana. The idea of ​​colorism is not new. Only recently has this ideology been given a name and studied as such. People in countries like Ghana lightened their skin even before they were exposed to European ideas of beauty and power. The increase in scalloping can be attributed to the growth of technology, mass media, and other modes of communication (Hunter 2011). New forms of communication have exposed people around the world to Western concepts of beauty that they otherwise would not have been exposed to. With their ideas of attractiveness and success, Europeans have taken every step to destroy the image that non-whites have of themselves. This has allowed people in what we consider Third World countries to link skin color to access to resources and privilege (Hunter 2011). These are the same tactics used around the world by whites in their pursuit of power over non-whites. Most beauty advertisements are aimed at women; men still feel the need to lighten their skin. Many dark-skinned people are told by beauty product and cosmetic advertisements that their color is repulsive. They are repeatedly told to modify their bodies to fit the white image of beauty. This is not an isolated case in Ghana. The problem with adapting to the White image is that it does not exist (Hunter 2011 and Pierre 2008). What Ghanaians are trying to conform to is not realistic. It is the...... half of the document ......an, (4): 34-36 Retrieved October 1, 2013 (http://search.proquest.com/docview/230222894?accountid =9625) .Penha-Lopes, Vânia 2012. “Affirmative Action and Racial Identity in Brazil: A Study of Early Quota Graduates from the State University of Rio de Janeiro.” Pp 325-342 in The Melanin Millennium: Skin Color as 21st Century International Discourse, edited by Dr. Ronald E. Hall. London, New York: Springer Dordrecht Heidelberg.Pierre, Jemima. 2008. "'I Like Your Color!' Skin Whitening and Geographies of Race in Urban Ghana.” Feminist Review (90):9-29 Retrieved October 6, 2013 (http://search.proquest.com/docview/212055216?accountid=9625). Rogers, Ibram. 2006. “Study: Many Ghanaians Identify Beauty with Appearing White.” Diverse Issues in Higher Education 23(11):9 Retrieved October 1, 2013 (http://search.proquest.com/docview/194229565?accountid=9625).