Soap Company Dove released an ad showing a black woman in a brown shirt taking it off and turning into a white woman with a light colored shirt. The social network is raging over the racist concept.
Dove's new social campaign went viral as a wave of criticism flooded the net with images and complaints. 'Dear dove, I assure you us 'women of colour' have actual skin with colour, not a tan that you can remove. Thanks,' Twitted one of the criticizers.
Dove was quick to apologize, and wrote:
'In an image we posted this week, we missed the mark in thoughtfully representing women of color and we deeply regret the offense that it has caused. The feedback that has been shared is important to us and we'll use it to guide us in the future.' The apology didn't easy the minds of the protestors, who had hard time believing it was an honest mistake: "Lol did this even look right to y'all? I mean your whole team sat down and cleared this b******t right here? How?" wrote @UNcubeOthungayo, and @sophietylenol added: "How many people saw this ad? If someone raised a concern and you didn't listen, please make them head of advertising".
Sadly there is a reason why the apology wasn't accepted as an honest mistake. Former campaigns by DOVE actually made the same "mistake" showing the soap turning darker skin to brighter in a "before" and "after" format:
Apparently, even when it comes to information on labels of DOVE soap, they consider darker skin to be other than 'Normal', see this image posted on Twitter:
Other soap brands had used the same racist concept of "cleaning" dark skin and turning it white, and the users on the net were quick to find the resemblance and post it on their Facebook accounts: