The “doll test” was first performed by Drs. Kenneth and Mamie Clark in the 1940s. They found that while most black children identified with the black doll, they would much rather play with the white doll . Til this day, it stills continues , that out of the 19 young black girls were interviewed, 47% believed the white doll was prettier, In 1939, Clark did an experiment where he asked black children to choose between a black doll and a white doll. Most thought the white doll was nicer. In the novel Bluest Eye, the main character gets told that she is ungrateful for not liking the white baby doll, and that every little girl would love that doll because it as blue eyes, blonde, and prettier than an black one.

Black America:

• Hair: Black women had little desire to straighten their hair till they came to America – it certainly was not common in the West Africa that most of them came from. These African american women would straighter their hair for the same reason.
• Body shape: Black women who go to white universities favor a thinner beauty than those who go to black universities.
• Skin color: Light-skinned women are considered to be better looking than dark skinned women. The same is true in the cities of West Africa. skin COLOR seems to matter much less.

Not just African American/ African, but all other races are using bleaching creams to bleaching themselves. Most feel that "Black or other skin color isn't beautiful. But more often than not, in the case of an individual who has undergone skin lightening  in Africa, it works. The critics might be unwilling to concede this publicly, but the harsh truth is that in Africa, lighter skinned girls do get more attention and are more appreciated than darker skinned women. Mostly men prefer lighter skin.

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