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I mean, it's all a bit ridiculous. But marketing them as "flesh-colored" is blatantly dumb.
It's bad marketing all the way around though. Flesh tone is so very variable. The original band-aids didn't exactly match too many people's skin tone, so marketing it as flesh colored doesn't make sense. But I doubt that the black band-aids matched everyone's skin tone either, even with all the different variations, so calling them flesh colored isn't a very good marketing device either.