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
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.
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
— 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!