Dove admits it ‘missed the mark’ with whitewashing ad

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.

But the damage was done: Twitter users are issuing boycott calls and expressing their anger both at the ad, and the brand's apology.

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.