Analysis of the mercury content and the description of brand equity of facial whitening cream Available to Purchase

Mercury (Hg) is included in dangerous heavy alkali metals, which is in small concentrations can be toxic. The use of mercury (Hg) in whitening creams can cause skin discoloration, which can eventually cause black spots on the skin, allergies, skin irritation, and permanent damage to the nervous system, brain, kidney, and fetal developmental disorders. The exposure short term in high doses can cause vomiting, diarrhea, and kidney damage, and it is carcinogenic. The research aimed to determine the mercury content and the description of brand equity of facial whitening cream products used by students of the Public Health Faculty of Halu Oleo University. The research was a quantitative descriptive by surveying students of the Public Health Faculty of Halu Oleo University using a screening method to determine the mercury (Hg) content in facial cosmetic products and interview with students about brand equity. The population in the research was all active female students of Public Health Faculty as many as 544 students by using the proportional random sampling technique. The samples were 92 students, and the samples of facial whitening cream were 11 samples. The results showed that all facial whitening cream used the respondents contain mercury (100%). The type of facial whitening cream most used by respondents was VR (29.3%) and the least used was WR (2.2%). Many respondents who use facial whitening cream contain mercury were they had positive brand awareness (73.9%), positive quality perception (84.8%), positive brand association (89.1%), and positive brand loyalty (85.9%). The conclusions of the research were all facial whitening cream used the respondents contain mercury and generally, respondents have positive brand equity.