Beauty isn't everything, however, (esp in the Pak culture) a lot of emphasis is placed on it. This is most notable when girls are scrutinized for the purposes of marriage. Some girls go to extreme lengths to whiten their skin, lose weight, etc just to match up to the ideals which society has encouraged. I find this to be sad as these girls are trying so hard to live up to expectations which may be unrealistic. However, change can only be advocated if the views of society alter and that doesn't seem to be happening anytime soon.