Beauty Standards, Body Image, and the Construction of Feminine Identity: A Psychosocial Analysis of Skin Depigmentation (“Djanssang”) among Young Women in the Far North Region of Cameroon
DOI:
https://doi.org/10.13129/2612-4033/0110-5399Abstract
Skin depigmentation — termed "Djanssang" in Cameroon, "Khess-petch" in Senegal, "Tchobi" in the DRC, "Tcha" in Côte d'Ivoire, "Kakiri" in Uganda, and "Kupiga rangi" in Tanzania — is a prevalent yet psychologically under-studied cosmetic practice in sub-Saharan Africa. This convergent parallel mixed-methods study examined its psychosocial determinants among N = 200 women (aged 15–41) in the Far North Region of Cameroon across three constructs: beauty norms, body image, and feminine identity. Reflexive thematic analysis was applied to N = 15 semi-structured interviews. All three subscales demonstrated good-to-excellent reliability: beauty norms (M = 4.24, SD = 0.50, α = .805, ω = .867), body image (M = 4.26, SD = 0.53, α = .810, ω = .877), and feminine identity (M = 4.29, SD = 0.53, α = .841, ω = .893). A significant positive correlation was found between beauty norms and body image (r = .263, p < .001). Six qualitative themes emerged: normative colourism; digital media amplification; skin-tone-contingent self-esteem; identity transformation; psychological dependency; and risk awareness. Depigmentation is a psychosocially embedded practice sustained by internalised colourism, peer socialisation, patriarchal norms, and digital media. Culturally adapted clinical interventions and regulatory policy are urgently required.
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