International brand's 'racially insensitive' ad sparks controversy

Angry consumers suggest the company to fire their creative director

Entertainment Desk/ IANS October 09, 2017

Unilever-owned personal care brand Dove has deleted a three-second video clip from its Facebook page, apologising for the racially insensitive ad by saying that the company "missed the mark in representing women of colour thoughtfully."

The advertisement showed a black woman wearing a brown shirt removing her top to reveal a white woman in a lighter top.

A third image then showed the white woman removing her shirt to show a woman of apparently Asian descent, reported late on Sunday.


"An image we recently posted on Facebook missed the mark in representing women of colour thoughtfully. We deeply regret the offence it caused," Dove posted after removing the ad that stirred a controversy on social media," shared the brand.

Being racially offensive in a kingdom obsessed with skin colour

"Dove is committed to representing the beauty of diversity. The feedback that has been shared is important to us and we'll use it to guide us in the future," it added.

The ad triggered backlash from consumers, "This is gross. You think people of colour can just wash away their melanin and become white? What were you going for, exactly? Your creative director should be fired," one Facebook user posted.

Thai skin whitening ad provokes race storm

Twitter users also expressed their thoughts on the issue, with many vowing to never use Dove's products again.

A similar case occurred previously with a Chinese laundry detergent brand, where a black man is shown to transform into an Asian man, after being 'washed' with the detergent.

Have something to add to the story? Share it in the comments below.


Replying to X

Comments are moderated and generally will be posted if they are on-topic and not abusive.

For more information, please see our Comments FAQ