Personal care brand Dove is still under fire, despite apologising for its ‘blatant racism’ in its Facebook advert. The advert depicts an African-American woman turning white after using Dove body wash.
The Facebook advert has caused a social media storm and prompted a worldwide boycott of its products from campaigners.
The brand was accused of racism over the campaign. It later admitted it had “missed the mark” and has since removed it from Facebook. However, the campaign was shared by an American makeup artist Naomi Blake.
“So I’m scrolling through Facebook and this is the #dove ad that comes up… ok so what am I looking at,” she wrote.
Under the post, she was asked if people would be offended if the white woman had turned into a black woman. She said: “Nope, we wouldn’t and that’s the whole point. What does America tell black people? That we are judged by the color of our skin and that includes what is considered beautiful in this country”.
In a statement released amid the backlash, the brand said: ‘In an image we posted, we missed the mark in thoughtfully representing women of color [sic] and we deeply regret the offense that it has caused’.
However, the damage was done and the nearly 3,000 comments below the tweet were almost exclusively negative.
Customer Dooga Royall said: ‘What is Dove even trying to convey besides blatant racism?’
It is not the first time the brand has found itself in hot water over its marketing messages. In 2011, a Dove campaign provoked widespread criticism after appearing to show black women becoming cleaner as their skin tone lightened.
Many social media users called for a boycott of Dove’s products altogether.