Dove Apologizes After Many Called Out Its Facebook Ad Racist
Personal care and beauty brand Dove found itself amidst a social media storm on Sunday after it unveiled its new ad on Facebook, where the images showed a black woman turning white after using their soap.
The ad depicted a series of three images, in which the black women takes off her T-shirt to reveal a white Asian woman underneath.
With many social media users calling the ad to be racist, the company later on when to say it “missed the mark in representing women of colour thoughtfully”. They deeply regretted the offence caused to anybody because of this ad. The post has since been removed from their Facebook page.
Dove- owned by Unilever in the UK and US- tweeted that it regretted that people were offended by their latest Facebook campaign and that the feedback shared later on was important to them and will use it as a guide in the future.
This isn’t the first time the brand has been knocked on social media. In May, the brand promoted custom bottles that were intended to be celebrating the diversity of body shapes, but instantly became the butt of jokes on Twitter.
In 2011, another dove ad was also criticized to be racist by some viewers. That campaign showcased before and after skin close-ups. The “before” picture had a dark skinned women standing in front, while the “after” picture featured a light skinned women. The following ad raised many questions and people even went on to boycott the brand.
Dove’s personal care line includes soap, body wash, shampoo and other toiletries and has used the slogan of “real beauty” since 2004. In 2008, Dove was again accused of retouching photographs with retoucher Pascal Dangin telling the New Yorker that he had cleaned up photos for the campaign featuring ostensibly “Real” women. Dove, their ad agency and celebrity photographer denied of the accusations saying they did nothing to the picture expect “to remove dust and do colour correction”.