Dove issues an apology for questionable ad that shows black woman ‘turning white’


By Mahalia Chang

Cosmetics and skincare giant Dove have been forced to release an apology after one of their ads depicting a woman of colour ‘transforming’ into a white woman missed the mark spectacularly.

Over the weekend, Dove posted a new video campaign to their Facebook page for its ‘VisibleCare’ body wash — a product that exfoliates the skin and lifts dirt. In the video, a black woman is shown using the wash, ‘taking off her shirt’ and becoming a white woman — in a transition that echoes the technology used in Michael Jackson’s video clip for “Black or White”.

The ad received almost immediate backlash.

After deleting the ad from all of its social media, the company have since tweeted out an apology, which reads: “An image we recently posted on Facebook missed the mark in representing women of colo[u]r thoughtfully. We deeply regret the offense it caused.”

But the apology hasn’t exactly done much to alleviate the tension the ad caused, with many Twitter and Facebook users calling for the brand to be boycotted.

“Lol did this even look right to y'all? I mean your whole team sat down and cleared this bullshit right here? How?” wrote one user.

Another wrote: “You can do better than "missed the mark." Flip + diminishing. Deepens your offense. You do good work. Have been for years. Do better here.”

Dove have yet to respond further.