Dove on racist advert: We missed the mark

A video clip was posted on the company's US Facebook page showing a black woman taking off her brown T-shirt and turning into a white woman after using the product.

An image from Dove's advert which caused a stir on social media. Picture: Twitter

JOHANNESBURG - Cosmetics giant Dove says its latest campaign for body wash, which has caused outrage worldwide for being racist, should not have happened.

A short video clip was posted on the company's US Facebook page showing a black woman taking off her brown T-shirt and turning into a white woman after using the product.

Dove says it โ€œmissed the markโ€ in thoughtfully representing women of colour.

In a statement, Dove apologised for any offence caused by the advert and said it doesnโ€™t condone any activity or imagery that insults any audience.

It acknowledged that the campaign doesnโ€™t represent the diversity of real beauty and says the post has since been removed from its social media platforms.

However, screenshots of the original advert have already been widely circulated on social media, with some calling for a ban on all Dove and Unilever products in South Africa.

(Edited by Shimoney Regter)