Phénomène social ou drame sociétal, la dépigmentation prend de plus en plus de l’ampleur en Afrique et dans sa diaspora. Avec les femmes qui s’adonnent de plus en plus à la pratique. Le « teint arabe » selon beaucoup de femmes questionnées, fait fantasmer et rêver les hommes. Les habituées de ces produits, bien que naturellement noires considèrent que le teint de couleur noir est démodé, donc moins attractif. C’est dans ce cadre que les plateformes Pensées Noires magazine et MyAfricaInfos ont créé le concept « S’aimer Au Naturel ». Un projet qui a pour but de sensibiliser les africains sur les méfaits de la dépigmentation et de valoriser la peau noire, à travers une campagne d’invitation à l’acceptation de soi au cours du mois de mars 2021.
En effet, pratiquée depuis fort longtemps en Afrique, dans les années 60 en fait, la dépigmentation artificielle volontaire consiste à s’éclaircir la peau par différents procédés et pour des raisons diverses. Appelée « Xessal » au Sénégal, « Akonti » au Togo, « Dorot ou toussou-toussou » au Niger et au Burkina Faso, « Bojou » au Bénin, « Kobwakana ou Kopakola » au Congo et « Tcha-Tcho » au Mali, la pratique est notée dans de nombreux pays au monde. Parmi les promesses faites aux femmes qui désirent s’éclaircir la peau, il y en entre autre « Peau claire et unifiée », « Peau impeccable », « Peau sans tâche », et même « Teint clair en quelques jours ». Toute une stratégie commerciale est mise en place pour rassurer les usagers sur le caractère « sain et inoffensif » des produits utilisés. Malheureusement, les commerciaux ne dévoilent pas les risques liés aux produits vendus.
Leur composition chimique selon les esthéticiennes et les dermatologues ne respectent pas les normes. Ils « affaiblissent le système humanitaire au point de le rendre vulnérables aux agressions extérieures. La peau avec le temps devient hypersensible au point où les utilisatrices peuvent avoir des acnés ; des boutons, des brulures, des vergetures…Et au moment de fortes chaleur, les femmes qui utilisent ces produits dégagent des mauvaises odeurs liées à la sudation. La dépigmentation ouvre la voie au cancer de la peau, une fois malade et ou blessée, la chirurgie peut devenir fatale ».
D’après une étude de l’Association Internationale d’information sur la dépigmentation artificielle (AIIDA), le Sénégal est le deuxième pays d’Afrique où la dépigmentation est le plus pratiquée, après la République Démocratique du Congo. Toujours d’après la même étude, deux (2) africaines sur trois (3) ont recours à ces pratiques qui absorbent 19% des revenus des ménages.
C’est au regard de cela que deux médias panafricains, notamment MyAfricaInfos et Pensées Noires Magazine ont initié le projet « S’aimer Au Naturel » qui est à sa première édition. Avec pour but de lutter contre ce phénomène destructif, le projet permettra aux femmes de se « dévoiler au naturel, et d’être fières de leur peau ».
Parlant de sa motivation personnelle, la responsable du site web www.myafricaininfos.com, Essenam Kevi-Kelensi souligne qu’« il est important pour moi de voir mes sœurs et frères en bonne santé physique, mentale et émotionnelle. La dépigmentation est le résultat d’un complexe émotionnel qui finalement abouti à une santé fragile où la peau de la personne devient tellement fragile qu’il est difficile d’y faire une chirurgie en cas de besoin. Vous voyez ! Alors pour moi qui ne me suis jamais dépigmentée il est hors de question que je vois mes semblables s’adonner à cette pratique sans rien dire ».
Mme Kevi-Kelensi estime que même s’il y a des prises de conscience, le mal persiste. C’est pourquoi selon elle, les initiateurs de ce projet ont décidé « d’organiser une campagne de communication sur le sujet! », avec au programme « des interviews écrites et en vidéo de femmes africaines de différents domaines d’activités. Nous en avons choisi 8, et parmi elles des femmes qui ont déjà essayé la dépigmentation avant de se rétracter et aujourd’hui elles prônent la peau naturelle ». Le thème retenu pour cette campagne « d’estime de soi, de confiance en soi et de valorisation de la peau noire » est : « S’aimer au naturel ! »
L’unique attente de ces plateformes à travers cette campagne est d’« amener les gens à prendre conscience des dangers de la dépigmentation. Et si possible leur offrir des accompagnements pour sortir de ce piège ».
Pourquoi huit (8) femmes? Pour justifier ce choix, Mme Kevi-Kelensi explique qu’« en fait nous déployons cette campagne dans le cadre de la journée mondiale des droits de la femme. Même si le thème de cette année est lié au Covid-19, nous avons décidé d’orienter notre lutte contre la dépigmentation pour inviter nos populations à s’aimer au naturel ».
Pour atteindre leur objectif, Pensées Noires magazine et MyAfricaInfos sont pour ce projet, accompagnées par des marques Cosmétiques dédiées à la peau naturelle. Ces marques auront l’occasion de présenter leurs produits et services aux populations africaines à travers leurs médias et ceux partenaires.
En 2022, les deux plateformes comptent axer la campagne sur un autre sujet qui mine les populations africaines. « L’expérience de cette édition nous permettra de mieux faire encore l’année prochaine » ajoute la responsable du site web www.myafricaininfos.com.
Notons que séduire, c’est charmer, attirer l’attention de quelqu’un vers sa personne. C’est en un mot, le fait de se rendre désirable. L’embellissement de la femme ne se limite pas à l’application cutanée de ces genres cosmétiques et la beauté englobe un ensemble de notions à savoir : la culture, la santé, l’éducation, le savoir-vivre…comme le dit bien Mme Kevi-Kelensi, « s’aimer au naturel, c’est éradiquer les complexes au sein de la communauté noire. Et pour aimer sa peau, il suffit juste de savoir la mettre en valeur ».
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