Following the spate of backlash messages by consumers on social media with many calling it a racist advert, Dove, the beauty and personal care brand, now has sheepishly admitted that the advert was a ‘mistake’ on its part.
Dove has removed the advert from the US Facebook page and has posted a message on its Twitter page saying, “An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused.”
The 3-second video clip was posted to the US Facebook page which featured three women of different ethnicities, each removing a t-shirt to reveal the next woman. The first woman was dark-skinned who, as the video showed, lifts up her t-shirt to reveal a white woman.
An official statement from Unilever, the brand owner, was shared with GMR. It reads, “The short video was intended to convey that Dove body wash is for every woman and be a celebration of diversity, but we got it wrong.”
“It did not,” the statement continued, “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. This should not have happened and we are re-evaluating our internal processes for creating and approving content to prevent us making this type of mistake in future,” the statement added, with a conclusion, “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 statement added.
– By Sunil Kumar Singh