Dove Soap company is fighting a “stain” on their image. They have apologized for a racially insensitive Facebook ad they admitted: “missed the mark in representing women of color thoughtfully.” The controversial advertisement has now been deleted.
The ad showed a black woman wearing a brown shirt removing her top to reveal a white woman in a lighter top. There is a 3rd image that shows the white woman removing her shirt to reveal a woman of Latin descent.
Dove, a company owned by the Dutch-British transnational consumer goods company Unilever, sent out an apology on its Twitter page.
“An image we recently posted on Facebook missed the mark in representing women of color thoughtfully,” the apology read. “We deeply regret the offense it caused.” Dove wrote a similar statement on Facebook which said the feedback the company received would help guide the company’s decisions in the future.
“Dove is committed to representing the beauty of diversity. In an image we posted this week, we missed the mark in thoughtfully representing women of color and we deeply regret the offense that it has caused. The feedback that has been shared is important to us and we’ll use it to guide us in the future,” the statement read.
By Sunday morning, Dove’s Facebook and Twitter pages were filled with a litany of backlash from consumers.
“This is gross. You think people of color can just wash away their melanin and become white? What were you going for, exactly? Your creative director should be fired,” Angela Reinders wrote on Facebook.
Mary Braden wrote, “That’s not missing the mark, that’s ensuring that I will never buy another Dove product and I will encourage everyone I know to join me.”
“This is the most non-apology apology I’ve seen all week. Are you joining the Trump administration now? WTF is that ad even supposed to mean?” Sonia Gupta tweeted at the company.
Naomi Leann Blake, a makeup artist, was the first to share a screenshot of the add and question the point. Her post went viral and was shared thousands of time on Facebook and Twitter.
“So I’m scrolling through Facebook, and this is the #dove ad that comes up…. ok so what am I looking at….”
RESPONSE FROM DOVE:
This is not the first time Dove has received criticism for being racially insensitive. In 2011, a controversial ad showed three women standing in front of a wall designated in “before” and “after.” The women standing in front of the “before” image had dark skin, the woman in the middle had medium toned skin and the woman in the front of the “after” image was white.
Dove clarified the ad’s purpose in a statement saying, “All three women are intended to demonstrate the ‘after’ product benefit. We do not condone any activity or imagery that intentionally insults any audience,” the statement read.
What do you think about the Dove advertisement and their response?
Credit: NBC News