Last week, a Facebook ad for Dove Body Wash hit the internet. The ad features a GIF of a black woman who while changing clothes, transitions into white women.
They immediately faced the wrath of Black Twitter, who swiftly began to drag them for filth, before calling for the public to #BoycottDove.
An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused.
— Dove (@Dove) October 7, 2017
In response, the beauty brand took to social media and offered an apology, but it was too late. As this was not the first time that Dove has circulated a racially insensitive campaign.
At the time, Dove released the following statement to GAWKER:
“We believe that real beauty comes in many shapes, sizes, colors and ages and are committed to featuring realistic and attainable images of beauty in all our advertising. We are also dedicated to educating and encouraging all women and girls to build a positive relationship with beauty, to help raise self-esteem and to enable them to realize their full potential.
The ad is intended to illustrate the benefits of using Dove VisibleCare Body Wash, by making skin visibly more beautiful in just one week. All three women are intended to demonstrate the “after” product benefit. We do not condone any activity or imagery that intentionally insults any audience.”
Well, once bitten, twice shy. We aren’t buying this recent apology. Here are some reactions to their controversial ad.
Okay, Dove…
One racist ad makes you suspect.
Two racist ads makes you kinda guilty. pic.twitter.com/hAwNCN84h2— Keith Boykin (@keithboykin) October 8, 2017
Let's be clear, Dove knew exactly what they were doing with their racist ad. Soap companies used to do this racist theme all the time pic.twitter.com/EzvAiExNcP
— Tariq Nasheed 🇺🇸 (@tariqnasheed) October 8, 2017
When will companies like Dove realise we don't all want to be white? https://t.co/Pcd48RJhTX pic.twitter.com/elpgWSJMjw
— gal-dem (@galdemzine) October 9, 2017
I wanna know what it was SUPPOSED to do for women of color though. It was purely racist. There's no debate and this is a pathetic apology. https://t.co/iM7MOAEToi
— Lauren Jauregui (@LaurenJauregui) October 9, 2017
i was tryna shower and my dove called me a nigger
— Meech (@DemetriusHarmon) October 9, 2017
The ad was promptly removed, but their brazen actions have not been forgotten. While some people are claiming that the full ad, which then shows the white women transitioning into a Latino woman, is not racist – many feel as though the new campaign sails far too close to the wind. According to Reuters, Dove said the brand is now “re-evaluating our internal processes for creating and approving content.”
Until they have proved that they’ve indeed learned their lesson this time, we’re giving all Dove the side-eye. Hire a new marketing team!
