LONDON – Dove has been forced to apologise for a Facebook advert that appeared to show a black woman turning white after washing herself with its product.
The cosmetics firm today said it “deeply regretted” the images after they sparked an online race storm.
The advert shows a smiling black woman pulling her t-shirt off to reveal a white woman underneath. A third image then shows an Asian woman.
Dover, owned by Unilever, said in a statement: “An image we recently posted on Facebook missed the mark in representing women of colour thoughtfully. We deeply regret the offence it caused.”
The images went viral after they were screenshotted and shared on Facebook by make-up artist Nay the Mua.
She said: “What does America tell black people…that we are judged by the colour of our skin and that includes what is considered beautiful in this country,” she wrote.
“To know that colorism is a problem in the world, that includes bleaching the skin, and they would put this ad out without a thought…the tone deafness in these companies makes no sense.”
The post has been shared across the world almost 8,000 times and has received hundreds of comments.
Dooga Royall said: “What is Dove even trying to convey besides blatant racism?”
Deborah Gibbs added: “No matter how it was intended… it conveys the WRONG message.”
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