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'Racist' ad? Soap company pulls images that caused social-media outcry

'Racist' ad? Soap company pulls images that caused social-media outcry

The ad "missed the mark in representing women of colour thoughtfully", the company said in a tweeted (under) statement this morning, adding that they "deeply regret the offense it caused". "What we meant to convey is that Dove body wash is for every woman, but we got it very wrong", the company said in a statement.

The Dove Body Wash ad was a three-second GIF that showed a looping image of a black woman removing her dark brown T-shirt to reveal a white woman wearing a beige T-shirt, who then removed her shirt to reveal a third woman.

Personal care brand Dove has been forced to apologise after releasing a series of "racist" images that appeared to show a black woman turning white after using the soap.

The advertisement - which was shared on Dove's Facebook page but was deleted nearly immediately - featured a black woman wearing a brown t-shirt.

It's not the image Dove would like to portray, however, with the company's long-running "Real Beauty" marketing campaign aiming to focus on "real women of different ages, sizes, ethnicities, hair color, type or style", according to its website. "We deeply regret the offense it caused". "This is literally how Victorian soap was advertised by Unilever", wrote one user alongside a photo featuring a black boy getting his skin lighter after using the Victorian soap. "I've used their products forever, but it's time to move on". I honestly thought this was a hoax, because it is the most ridiculously racist advertising I've seen.

After social media erupted across the globe, Dove deleted the advert and have since issued a statement admitting that it got things completely wrong. In 2011, a controversial ad showed three women standing in front of a wall designated in "before" and "after". (In 2011 Dove faced controversy for an ad promoting "visibly more lovely skin" that showed three women-lined up from darkest skin tone to lightest-in front of a wall that read "before" and "after.") Others, including director Ava DuVernay and actress Danielle Brooks (who wrote an essay in response to the ad for Lena Dunham's Lenny Letter), expressed disappointment that the apology didn't go far enough. Many linked it to other racist ads including one for a firm that was operational till 1921 where a white child asks a black child why his mother doesn't wash him with fairy soap. We absolutely do not condone any activity or imagery that insults anyone.

Leading company Dove has recently apologized for showing an extremely racially insensitive advertisement.



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