"I bitterly regret having bleached my skin," a 51-year-old woman told me. "But girls and women with fairer skin would always seduce more men," she said.

 

The World Health Organization has reported that Nigerians are the highest users of such products: 77% of Nigerian women use the products on a regular basis. They are followed by Togo with 59%; South Africa with 35%; and Mali at 25%. more photos after the cut.

 

Image caption Studies have found that men are also beginning to bleach their skin

South Africa banned products containing more than 2% of hydroquinone - the most common active ingredient in in the 1980s. But it is easy to see creams and lotions containing the chemical on the stalls here. Some creams contain harmful steroids and others mercury.

While skin-lightening creams have been used by some South Africans for many years, they have become more common recently with the influx of people from countries such as Nigeria and Democratic Republic of Congo, where they are even more widespread.

In a bustling African market in the centre of Yeoville in Johannesburg, it is skin lighteners galore.

Walking through this community is like walking through a mini-Africa: you can find someone from any part of the continent here.

I notice that many of the women have uncharacteristically light skin faces while the rest of their bodies are darker. 

 

Some even have scabby burns on their cheeks from the harmful chemicals used to strip the skin of pigmentation.

They don't want to speak openly about why they bleach their skin, or even have their pictures taken.

Psychologists say there are also underlying reasons why people bleach their skin - but low self-esteem and, to some degree self-hate, are a common thread. 

But skin-lightening is not just a fascination and obsession of women. Congolese hair stylist Jackson Marcelle says he has been using special injections to bleach his skin for the past 10 years. Each injection lasts for six months.

"I pray every day and I ask God, 'God why did you make me black?' I don't like being black. I don't like black skin," he tells me.

Mr Marcelle - known in this busy community as Africa's Michael Jackson - says his mother used to apply creams on him when he was young in order to make him appear "less black".

"I like white people. Black people are seen as dangerous; that's why I don't like being black. People treat me better now because I look like I'm white," he adds. 

Entrenched in the minds of many Africans from a young age is the adage "if it's white, it's all right", a belief that has chipped away at the self-esteem of millions.

Until this changes, no amount of official bans or public information campaigns will stop people risking serious damage to their health in the pursuit of what they think is beauty.