Cosmetics company Dove has apologised for an advert that caused an uproar on social media as it was viewed as racist.
Isidingo star, Jack Devnarain likened the personal care brand’s flimsy marketing which has reduced dark skinned consumers to ‘ugly and parched.’
The personal care brand also apologised on Twitter‚ saying:
An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused.
— Dove (@Dove) October 7, 2017
The advert‚ which has been withdrawn‚ depicted a black woman pulling a shirt over her head and morphing into a white woman. A bottle of body wash features in the ad.
The brand was lambasted on social media and many commentators suggested a boycott of their beauty products.
‘ Nowhere here does it say “WE APOLOGISE”. You’ve reduced darker skin to ugly, parched & unhealthy and you “missed the mark”?? Begone racist. ‘
Nowhere here does it say "WE APOLOGISE". You've reduced darker skin to ugly, parched & unhealthy and you "missed the mark"?? Begone racist! https://t.co/EQ8SbDvSHI
— Jack Devnarain (@JackD157) October 8, 2017
The furore made international news headlines.
Minister Nathi Mthethwa also weighed in on the Dove advert scandal
— Min. Nathi Mthethwa (@NathiMthethwaSA) October 8, 2017
In an update posted on Dove SA’s Facebook page‚ the company said that the advertising campaign had “missed the mark”.
“This did not represent the diversity of real beauty which is something Dove is passionate about and is core to our beliefs‚ and it should not have happened.
“We have removed the post and have not published any other content‚” the statement said.
The company went on to apologise for the offence the clip had caused.
“We do not condone any activity or imagery that insults any audience. Our richness lies in our diversity. Our beauty comes in different shapes‚ sizes‚ hair textures and skin tones. We believe beauty is diverse and diversity is beautiful‚” it read.
Source Inputs: TimesLIVE, Twitter