Beauty and choices

I've been noticing girls or young adults around my age trying to compete against each other to have the most fairest skin. It's funny thing for me since indonesian have this tan kinda beige skin tone and we certainly don't  have the "white"  skin color like the caucasian.
Why do these young women want to have light complexion? simply because the idea of beauty they have in their minds, girls with fair skin = pretty, girl with other skin color = ugly less pretty.
Now, how do they have that kind of idea? I don't wanna blame 100% to the media, but if i have to point out my finger then i'll say media have taken part in making up such mess in girls brain.Not only girls actually, but also boys.. Yup, believe it or not they are affected by this too.
Media often potray beautiful woman as the one who is feminine has slim figure, long silky smooth hair, wearing prettydresses, and fair skin for sure. That at least what i've been seeing in the billboards around this city especially those beauty ads. they are selling this "magical" cream that can make your skin looks brighter, fairer and also smoother in 3 weeks.. c'mon people..  don't be stupid   are you really buying that?
One day I watched this talkshow about health and beauty stuff and the guest that day was a dermatologist, she said that it's impossible to have  light skin only in 3 weeks and people should curious if some products offered that and concern with the chemicals inside the products. Because it might gave bad side effects to your skin.
I'm writing this not to judge or criticize those who are trying so hard   to change your appearance. I'm not going to tell them to embrace their own beauty and stuff..well, sometimes i also have issue with the way I look , and the idea of you can have better version of you seems really nice, but I'm too lazy to try new things so I guess i'm gonna stuck with the present version of me for a long time ; ), well life is about choices right? you can choose whatever you like as long as it doesn't harm you. So I guess I'd say choose whatever suit you the best and just enjoy whatever the result can be. cheers.