Dove has apologised for a video clip it posted on its US Facebook page over the weekend, which appears to show a black woman transforming into a white woman.
The 3-second video, which promoted the Unilever brand’s body wash, caused offence among many social media users.
Dove told Cosmetics Business: “This did not represent the diversity of real beauty which is something Dove is passionate about and is core to our beliefs, and it should not have happened.
“We have removed the post and have not published any other related content. We apologise deeply and sincerely for the offence that it has caused and do not condone any activity or imagery that insults any audience.”
The brand also tweeted a public apology over the weekend, in which it said that the Facebook post “missed the mark” in the representation of women of colour.
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
Consumers defend Dove
While some took offense at the ad, others thought the reaction was blown out of proportion.
After transforming from black to white, the white woman is seen unlayering to become a woman who appears to be of mixed Asian descent.
Struggling to get the problem with the #Dove advert. Why no uproar about the white woman then becoming Asian? @GMB
— Tommy Roberts (@Tommy11_7) October 9, 2017
There is nothing racist here, there is a black, white and asian woman in the video. But everyone only talks about black woman. #Dove
— T.K (@Tokoloho_66) October 9, 2017
Negative reactions
So #Dove thinks our skin represents dirt. These pigs still regards us as filth.😠😠 pic.twitter.com/frfCMao7jc
— Adv Ngcukaitobi (@AdvNgcukaitobi) October 8, 2017
Here's a list of Black owned soap companies since #dove is cancelled. pic.twitter.com/v76fiHaAYZ
— Melanin Mamis (@melaninmamis) October 8, 2017
Dear @rihanna #Dove just fvcked over black ppl for the last time. We need you to pick up the skincare game. pic.twitter.com/dt9Dnn6yhG
— B. L. A. C. K. (@WEBDuBoiBye) October 8, 2017
