The Ideal Complexion in Asian and Western Cultures

Hi guys,
I’m a year 12 student from Australia, doing a major work on the obsession with fair skin as an ideal of beauty in Asian cultures, especially in India, and how it differs to Western Cultures, where it seems to be the other way around (i.e. people seem to want to be tanned rather than fair). If any of you, from any part of the world, have any personal experiences to share that are related to this topic, or if your own skin colour is an issue for any of you, it would be really great if you left a comment. Also, if you have any ideas or suggestions as to why this ideal for fair skin is such a big deal in Asian countries, with the media, the internet and cosmetic companies promoting it to both women and men, or any ideas as to why it is the other way around in Western Countries, where you are more likely to find tanning creams on the shelf than fairness creams, I would really appreciate if you left a comment on that as well.
Thanks!

Just some points for discussion-
Is one's ideals of beauty (i.e. the ideal skin complexion) shaped by the power structure, or the values of their society? For example, in India darkness is equated with the labourer classes, and perhaps its history of British colonialism and Aryan rulers has contributed to the perception of fair skin as superior. In Western Countries, such as Australia, being tanned is associated with lesuire, a healthy outbdoor life, etc. and fair skin may be seen as a sign of an unhealthy indoor life, or is perhaps associated with the snobbish upper classes.

Perhaps the obsession with fair skin in Indians could stem from a shame of their cultural identity? Are they trying to emulate the white cultures because they deem theirs to be inferior?

How does the media contribute to this perception; e.g. the perception of fair skin in India is reinforced by Bollywood actresses and models, advertisements, television shows. Any examples or opinions on the role of the media in either Western countries for tanned skin, or India for fair skin would be great to hear.

Do we just want what we can't have? Is it just because fair skin is considered to be an exotic, and therefore more desired quality in India, and the same for Western countries with tanned skin?

Also, it would be handy if you guys could leave you age, gender, ethnic background and the country you live in so I could compare opinions across different ages and cultures etc