Dove forced to apologise after 'racist' advert shows black woman turning white
In the digital age, one wrong move in terms of advertising and you're company is going to end up in a whole lot of trouble. There was the infamous incident involving Pepsi and Kendall Jenner, which set the internet alight a few months ago. Now, we are witness to quite possibly one of the worst advertising campaigns in living memory, which is not only rubbish, but also pretty racist.
Dove, the cosmetics brand, has been forced to apologise after a huge backlash emerged online against and advert which showed a black woman removing her top to reveal a white woman underneath. The online campaign has been widely criticised as racist due to the fact that it looks as though the woman changed her skin tone after she used the lotion which is being advertised.
Given the amount of heat that the campaign received, Dove have been quick to remove the advert from Facebook and the company swiftly tweeted their apology:
"An image we recently posted on Facebook missed the mark in representing women of color thoughtfully.
"We deeply regret the offence it caused."
The full advert shows the white woman taking off her top and changing into an Asian woman, and the intention of the advert appears to have been to show that the new lotion works on everyone, no matter what their skin tone.
However, people were quick to point out that their have been numerous racist adverts in the past that have sold soap by suggesting that it can turn black skin white, so the company should have been more aware when creating the advert.
It is not the first time that Dove have been called out for being insensitive when it comes to the issue of race. Recently, a lotion was sold as "for normal to dark skin", suggesting that white skin is "normal" compared to dark skin, while a different advert showed a black woman stood under a "before" sign and a white woman showed underneath an "after" sign. Dove say that the latter advert was intended to show that people have softer skin after using their lotions.
In a further statement regarding the controversy, Dove said:
"As a part of a campaign for Dove body wash, a three-second video clip was posted to the US Facebook page.
"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."
It's pretty remarkable that one of the biggest cosmetics brands in the world couldn't guess that this advert would be construed as racist. Watching the advert, it's easy to see how it can be seen as offensive and Dove has rightly had their name dragged across social media for their mishap.