Dove slammed for ‘racist’ advert showing black woman turning white after using soap
DOVE has been forced to apologise after running a “racist” ad so tone-deaf that people couldn’t believe what they had just seen.
DOVE has been forced to apologise, after their advert appeared to show a black woman turn white after washing with its products.
The beauty brand acknowledged it had “missed the mark” after the Facebook ad sparked social media backlash that saw it accused of racism.
An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused.
— Dove (@Dove) October 7, 2017
The advert showed a black woman removing a T-shirt revealing a white woman underneath. The white woman then removes her T-shirt to reveal an Asian woman.
Hundreds of furious social media users have called for a boycott of Dove products calling the ad “disgraceful”.
One user said: “What is Dove even trying to convey besides blatant racism?”
Another added: “I am absolutely disgusted. This wasn’t a mistake. You knew the offence it would cause and still went ahead with it. #BoycottDove”
@Dove you might want to fire the entire marketing department of your company for ok’ing this racist garbage! #BoycottDove https://t.co/0SNkB73WjJ
— Alex (@AltGinger) October 8, 2017
This Dove ad is BEYOND BELIEF! I am both furious and disgusted. #BoycottDove https://t.co/ad3FF2Mgvb
— Cheri Dorr (@cheridorr) October 8, 2017
A third said: “The complete lack of thought here is unprecedented! Your entire team should be ashamed!”
Dove, which is owned by Unilever, has removed the ad and tweeted an apology.
It said: “An image we recently posted on Facebook missed the mark in representing women of colour thoughtfully.
“We deeply regret the offence it caused.”
Social media users were quick to highlight previous controversies in the brand’s marketing.
@Dove what colour is normal?#GirlCottDove #BoyCottDove pic.twitter.com/dAIwKWIZnp
— Khulekani Hlela (@drhlela) October 8, 2017
Analyze this pic: Dove used a black model before & a colored model in between & used a white model 4 after - not a mistake #BoycottDove pic.twitter.com/BjxDH4ygCA
— Mikey Mashila (@MikeyMashila) October 8, 2017
Just two years ago consumers blasted the company after a summer glow cream was advertised for “normal to dark” skin.
While In 2011 it was accused of racism after an ad appeared to show three woman on a colour gradient chart with the white woman labelled “after”.
This article originally appeared on The Sun and has been republished with permission.