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Dove apologises and pulls ‘tone-deaf’ advert showing black woman turning white

How did this make it past the boardroom?

Beauty company Dove has apologised after the company shared an advert on Facebook showing a black woman turning into a white woman after using their body lotion.

The brand was hit with allegations of racism after the post went viral online. Dove has now said that it ‘missed the mark’ and removed it from Facebook.

Following the removal of the advert, Dove tweeted: ‘An image we recently posted on Facebook missed the mark in representing women of colour thoughtfully. We deeply regret the offence it caused.’

In a further statement the company 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.’

But it was too little, too late. Ava DuVernay, director of the film Selma, posted on Twitter: ‘You can do better than ‘missed the mark’. Flip + diminishing. Deepens your offence. You do good work. Have been for years. Do better here.’

Munroe Bergdorf, who recently sparred with L’Oreal about racism, tweeted: ‘Diversity is viewed as a buzzword or a trend. An opportunity to sell product to women of colour. Dove – Do better.’

But this isn’t the first time that Dove has been hit with racism accusations. In 2011 Dove’s advert showed the transition of a black woman to a white woman after using its body wash.


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