Dove has apologised after publishing an ad on its Facebook page on Saturday (7 October) in which it showed a black woman turning white after using its lotion.
The image was later removed, and the brand took to Twitter to apologise for "missing the mark".
"An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused," Dove posted in a statement.
An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused.
— Dove (@Dove) October 7, 2017
But the damage was done: Twitter users are issuing boycott calls and expressing their anger both at the ad, and the brand's apology.
Lol did this even look right to y'all? I mean your whole team sat down and cleared this bullshit right here? How? pic.twitter.com/WzsZfpkxAr — Musimbwa (@UNcubeOthungayo) October 7, 2017
Let’s boycott their products @Dove
— nthabiseng (@nthabi_bee) October 8, 2017
This is absolutely disgraceful. Such a misguided and frankly cruel campaign by Dove. https://t.co/YWRbBFowKI — iz (@izginge) October 8, 2017
Is that supposed to be an apology? We actually don't need your apology, as we move on to a better brand that's not RACIST...!!! Bye ✌
— Bellina (@ms_bmc) October 7, 2017
It’s not the first time the brand has come under fire for posting a controversial ad. In 2011 it posted a 'before and after ad' that charted the transition of a black woman to a white woman after using its shower wash.