Dove issues apology over 'racist' Facebook ad campaign
Created : 8 October 2017
Dove has been accused of racism after a Facebook advertising campaign by the personal care brand showed a black woman turning into a white woman.
The advert, which has since been removed from its Facebook page, showed a black woman removing her top to reveal a white woman underneath supposedly after using Dove body lotion.
Dove later admitted in a tweet that its online advertising campaign had “missed the mark”.
“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 outraged, with many pointing out that this was not the first time the company has been accused of racism. In 2011, the brand's before-and-after advert charted the transition of a black woman to a white woman after using its body wash.
Ava DuVernay, director of the film Selma, was one of many prominent people to criticise both the advert and the apology. She said on Twitter: “You can do better than ‘missed the mark’. Flip + diminishing. Deepens your offence. You do good work. Have been for years. Do better here.”
The trans model Munroe Bergdorf, who recently was at the centre of a racism row with L’Oreal, tweeted to say: “Diversity is viewed as a buzzword or a trend. An opportunity to sell product to women of colour. Dove – Do better.”
In a further statement Dove said: “As a part of a campaign for Dove body wash, a three-second video clip was posted to the US Facebook page.
“This did not represent the diversity of real beauty which is something Dove is passionate about and is core to our beliefs, and it should not have happened.
“We have removed the post and have not published any other related content. We apologise deeply and sincerely for the offence that it has caused.”
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