'Racist' ad? Soap company pulls images that caused social-media outcry

'Racist' ad? Soap company pulls images that caused social-media outcry

Dove recently faced a lot of flak for a Facebook advertisement where it showed a black woman in a brown shirt.

In subsequent frames, the woman reaches down and lifts up her shirt (and apparently the rest of her skin/costume) to reveal a smiling white woman.

The brand said they "deeply regret" any offense the advertisement caused. "We deeply regret the offence it caused".

One Twitter user, xoNecole, posted, "Thought that Dove ad was fake until the apology happened". By Saturday, amid growing social-media criticism, Dove issued its apology. "The feedback that has been shared is important to us and we'll use it to guide us in the future".

It was also accused of racism in 2011 after an ad appeared to show three woman on a colour gradient chart with the white woman labelled "after". Many social media users saw this Dove ad as blatant racism, reports the Guardian.

Dove's ad was not an isolated case by one company, but the latest in a long line of tone-deaf ads by many companies.

The ad quickly received negative perception from the public, with many describing the ad as racist and whitewashing.

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Dove's personal care line, which includes soap, body wash, shampoo and other toiletries, has used the slogan "real beauty" since 2004.

Dove has since apologized.

Cosmetics brand Dove has become the bane of the internet after it posted an advertisement considered to be racist. Critics said it suggested women are defined by their body types.

The statement continued: "We have removed the post and have not published any related content".

At the time, Dove told Gawker that all three women were "intended to demonstrate the "after" product benefit", but uh.... that message might not have been clearly communicated to the art director. An opportunity to sell products to women of colour. We do not condone any activity or imagery that insults any audience.

The campaign from Dove, who has built its brand around being the "the home of real beauty", provoked anger all over the world, including among South Africans.

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