The personal care brand Dove received widespread backlash this weekend over an ad posted on its Facebook page that shows a black woman pulling off her brown shirt and appearing to become a white woman in a white shirt. Next to the women is a bottle of Dove soap.
The post, which has since been removed, reportedly showed a woman of color in a brown T-shirt removing her shirt to become a white woman in a white t-shirt.
The ad quickly came under fire on social media, with many people immediately calling it “racist.”
Dove told ABC News in a statement that they are “deeply sorry” for the offense caused by the ad, and said that the original post included three women, as opposed to the screenshots that went viral.
The original post included a video clip that also showed the white woman taking off her shirt to become a woman who appears to be of Asian decent.
“As part of a campaign for Dove Body Wash, a 3-second video clip was posted to our US Facebook page. It featured three women of different ethnicities, each removing a t-shirt in matching skin tones to reveal the next woman. The visual was intended to convey that Dove Body Wash is for every woman and be a celebration of diversity, but we got it wrong and, as a result, offended many people. We are deeply sorry,” the company said.
The statement continued: “We have removed the post and have not published any related content. We do not condone any activity or imagery that insults any audience. We are reevaluating our internal processes for creating and reviewing content.”
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ABC News: U.S.