Shmt.Raji Ram,
Many of these fairness creams can't make a dark complexioned guy/gal whiter/fairer. But, make the face glowing and appealing. The skin of the face looks blemish less, smooth and vibrant. There will be a sort of freshness and all this would make the face attractive and welcoming.
There is a craze of such creams among boys and girl for two different reasons.
1) To have a glowing and attractive face to feel confident and happy to face a girl/boy
2) To get selected in certain jobs like Travel and Hospitality industry, Aviation Industry and even MNC's where they expect employees to be well present in their costume and looks.
Such make up done to some reasonable extent and to cope up with the above situation is no wrong, IMHO.
I use the costliest - PONDS GOLD RADIANT, DAY CREAM .
Though I prefer not to use such cosmetics, at the end of the day I chose to use it. I use only PONDS FOAM Based Face Wash and no soaps. And use, NIVEA Shower Gel for MEN and NIVEA Body Lotion for Men..
Have stoped using soaps for face and face powder since 1998.
If find cosmetics as a problem ONLY for some girls/women. That is, when they do such a over make up on daily basis that they look more horrible in that, with out which they would be looking much better. By such over make up the end up spoiling their skin too.
Lol I really thought its only ladies that use facial wash. Next you will be telling me that men use shampoo as well