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.
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.
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!