"We started campaign advertising (for the application) from the second week of June and the response has been pretty phenomenal," Pankaj Parihar from global advertising firm Omnicom, which designed the campaign, said in an interview with the Australian web site Adelaide Now.
Skin-whitening creams for men and women have proved popular in India. Still, foreign companies have been criticized in the local media for playing up a perceived preference for lighter skin color.
Last year a column in the Times of India, lampooned the introduction of "Healthy White Skin Lightening Body Milk" by Vaseline as designed to ensure "an Aryan glow from head to toes."
At the time, the piece noted that the billboard advertising included the following pitch:
When it's healthy and cared for, our skin has the natural ability to maintain a light tone and clear texture. Unfortunately, when it's exposed to the sun, the skin's natural lightening processes are interrupted. Pigment producing cells become increasingly active, tanning the skin, and leaving it several shades darker than it's supposed to be.
New, Vaseline Healthy White skin lightening body milk works with the skin to reverse signs of darkening and prevent future pigmentation. A balanced combination of vitamin B3, yoghurt serum and conditioning moisturizers hydrate and even out skin tone. Triple sunscreens help prevent future darkening and encourage the skin to lighten itself.
A spokesman for Unilever, the parent company for the Vaseline brand, was not immediately available for comment.
Update: After this story was published, a spokesman for Unilever sent the following statement to CBSNews.com.
Vaseline is committed to creating culturally relevant products that meet the needs of its consumers in markets around the world.Much like self-tanning products in North America and Europe, skin lightening products are culturally relevant in India. In India, men use these products to lighten and even out their natural skin tone and to reduce the appearance of spots while protecting their skin from the sun. The Facebook application was created for the Indian market as a culturally relevant and engaging way for Indian men to interact with this product.