Published: Tue, October 10, 2017
Arts&Culture | By Spencer Underwood

Dove sorry for offence caused by racist body-wash advert

Dove sorry for offence caused by racist body-wash advert

In 2011 the brand released an ad which showed the woman "before" she had used the product of American African descent whereas the "after" was a Caucasian woman.

Although the ad has been pulled, one social media user managed to get a screenshot of the content that prompted nearly 3,000 people to comment on the ad, largely criticizing the brand, The Guardian reported. Dove later reached out and assured its consumers that the ad was meant to display the benefits of the body wash, making skin more attractive within a week.

The company said that they "missed the mark" while trying to represent women of colour.

"Twitter user La'Quell, using the handle @Caramelxotic posted: "@Dove care to explain this racist Ad to me".

Makeup artist Naythemua said the campaign was "tone deaf" and indicative of the messaging black people in the US receive about the color of their skin the Independent is reporting.

The advertisement - which was shared on Dove's Facebook page but was deleted nearly immediately - featured a black woman wearing a brown t-shirt.

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"I guess it's saying it's diverse for all woman", said one commenter, Aundrea McRea. "A little bit of bad advertisement but I get it".

Dove's social media was inundated with comments from consumers, condemning the company's actions.

The advert‚ which has been withdrawn‚ depicted a black woman pulling a shirt over her head and morphing into a white woman.

Another pointed out that it was not the first time for Dove to make such a racist ad.

The original post included a video clip that also showed the white woman taking off her shirt to become a woman who appears to be of Asian decent. Another added, "Aaaaand Dove wipes out all the progress they've made with body positivity in one day". We do not condone any activity or imagery that insults any audience. In 2015, Dove was accused of racism after it released a summer glow cream for use on "normal to dark skin".

Some users suggested that the company had a history of racially insensitive advertisements.

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