Dove has apologised after an advert was posted on it’s Facebook page of a black woman turning into a white woman.
The beauty brand has been accused of racism over the online campaign, which showed a black woman taking off her top to reveal a white woman underneath, who had supposedly used Dove body lotion.
They have since admitted to “missing the mark”, apologising “deeply and sincerely” for any offence caused. 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.”
The campaign was removed from Facebook but was still shared by Naomi Blake, an American makeup artist who goes by the name Naythemua.
Since the campaign was shared, it has received over 5,000 complaints and almost exclusively negative comments regarding it’s offensive content.
Director of Selma, Ava DuVernay, took to Twitter to criticise the apology statement by Dove:
“You can do better than ‘missed the mark’. Flip + diminishing. Deepens your offence. You do good work. Have been for years. Do better here.”
Model Munroe Bergdorf, who recently was at the centre of a racism row with L’Oreal, tweeted: “Diversity is viewed as a buzzword or a trend. An opportunity to sell product to women of colour. Dove – Do better.”
Other social media users have called for a boycott of Dove’s products. The new campaign has even led to people highlighting controversial moments in the brand’s past.
In 2011, Dove was accused of racism after a campaign image showed a before and after image of three women, with the lightest woman suggested as the end result after using the product.