Unilever's Dove soap apologizes after ad

  • Unilever's Dove soap apologizes after ad

Unilever's Dove soap apologizes after ad

The brand was accused of racism over the online advertising campaign and it later admitted it had "missed the mark" with an image posted on the social network.

Meanwhile Dove apologised in a Facebook post saying they deeply regretted the offence caused by the ad and mentioned they had missed the mark in representing women of colour thoughtfully.

Dove has apologised following a Facebook ad run in the USA showing images of a black woman taking off her t-shirt and turning into a white woman.

Consumers had reacted angrily to images of a black woman removing a brown shirt and appearing to transform into a white woman removing a similar shirt.

In an apology posted on Twitter, Dove said its ad "missed the mark in representing women of colour thoughtfully".

"We apologise deeply and sincerely for the offence that it has caused", it said.

Later on, spokesperson for Dove Marissa Solan said in a statement that the ad was taken completely out of context and didn't mean to hurt anyone's sentiments. What were you going for, exactly?

"What Dove is trying to say is that someone who is black is dirty and all they need to do is have a shower", one Facebook user wrote.

Screenshots of the advertisement were circulated by American makeup artist Naomi Leann Blake, which went viral and was re-posted over a thousand times on Facebook and Twitter.

But it's not the first time the company has been slammed for being insensitive. A further image shows the white woman undressing to reveal an Asian woman. In 2011, they apologized for a Dove VisibleCare body wash ad, which seemed to show a black woman as the "before" photo and a white woman as the "after" photo with "more attractive skin".

It didn't take long for stills from the ad to circulate across the internet, breaking down just how racist it is toward Black women. "We do not condone any activity or imagery that intentionally insults any audience", the statement read.