Soap company Dove is now apologizing for a Facebook ad it says “missed the mark in representing women of color thoughtfully.”
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
The ad has since been deleted. But according to screen grabs, it showed a black woman wearing a brown shirt remove her top to reveal a white woman wearing a lighter-colored shirt.
It then shows the second woman removing her shirt to show a third woman with a shirt of a third color.
NBC News reports that the screenshots of the ad were first shared by make-up artist Naomi Leann Blake before going viral.
Dove issued an apology on Twitter and Facebook Saturday.
I'm never buying Dove again.
Y'all think my brown skin symbolises dirt.
— Tshwanelo Fokazi (@TshwaneloFokazi) October 8, 2017
I agree there's a theme here and it's long running I have no idea but it's unacceptable. ? subliminal AND blatant racism ?
— jonalisa (@jonalisag) October 8, 2017
That's it for me and your products. That's up there with the creepiest advertising imagery ever.
— Natasha Mitchell?? (@natashamitchell) October 8, 2017
— shanelle matthews (@TheShanelleM) October 8, 2017
This isn’t the first time Dove has found itself in controversy over ‘racist’ ads.
The below picture is from an ad that ran in 2011.
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