Racism: 3 Times Dove Commercials Missed The Mark



Dove Racist Ads– When a brand like Dove repeatedly “misses the mark” with its commercials, it raises eyebrows.

Observers have said this will only be the most recent of many racially charged commercial from the international brand.

The racist GIF ad was used on Facebook. It showed a looping image of a black woman removing a dark brown t-shirt to reveal a white woman. Another image shows the white woman undressing to reveal an Asian woman.

While some have their reservations about the Facebook ad, Some others read a different meaning into it. The perception of the ad for some was that the product serves women of all races.

Dove, owned by Unilever, is recently working on a campaign on the diversity of the beauty of women. So far the campaigns “My Beauty My Say,” “Real Beauty,” and “#BeautyBias” have appealed to women of all colors as it aimed at boosting their confidence.

Judging from the standing motive, the concept of the ad may have been well intended, but the outcome was very offensive.

The 3-second GIF hawking Dove body wash was posted to the brand’s Facebook page on Friday. It was taken down on Saturday after tons of negative comments and feedback rolled in.

See Also: Colorism (2): “Who Taught You To Hate Yourself”- Malcom X

Beauty entrepreneurs also reached out to Dove to register their reservations.

Acknowledging the myriad of disapproving comments, the brand has issued a statement on Sunday, apologizing for the insensitive advertorial.

“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 apologize deeply and sincerely for the offense that it has caused and do not condone any activity or imagery that insults any audience.”



The brand also took to their Twitter account to apologize for the ad.

“An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused.”

Regardless of the apology, the GIF ad has brought up several other past ads from Dove that evoked racial sentiments.

1. 2011 Before & After Ad

Dove Racist Ad

In 2011, an ad for one line of Dove body washes showed three women lined up from the darkest to the lightest skin tone. Above the dark model was the word “before” while above the white model was “after”.

See Also: A Totally Raw And Racist Commercial Suggests China Is Insensitive

2. 2015 Normal To Dark Skin Ad

Dove Racist Ad

In 2015, Dove made a racially disturbing ad on its summer glow cream. It read thus: Nourishing lotion for “normal to dark skin.” In other words, the dark skin could be considered to be abnormal.

3. 2016 Different Shapes Of Beauty Ad

Dove Racist Ad

Though this particular ad had absolutely nothing to do with racism, critics found that the ad missed the beauty in diversity mark when it used different bottle shapes to show different body shapes of women. They are concerned that the brand had indirectly promoted the idea of describing women by their body types.

“Beauty comes in all shapes and sizes” video used the variously shaped Dove body wash bottles to represent women’s body shapes and sizes.