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.
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 “missed the mark” in thoughtfully representing women of colour.
In a statement, Dove apologised for any offence caused by the advert and said it doesn’t condone any activity or imagery that insults any audience.
It acknowledged that the campaign doesn’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.
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
Let me hit the shower 🚿 & cleanse myself of the skin I'm in. Blackness is an albatross around my neck. Maybe Dove was on to something— Flo Letoaba (@floletoaba) October 9, 2017
(Edited by Shimoney Regter)