To anyone looking for a job in marketing, Dove may be hiring very soon.
The tidal wave of criticism the soap company has faced after releasing a picture via Facebook of a black woman taking off her brown shirt and seemingly turning into a ‘spotlessly clean,’ er, white woman, likely has more than a few heads rolling.
Is this truly a ‘racist’ ad or is it innocently celebrating the ‘diversity’ of different skin tones? Are the optics just simply BAD, no matter how you slice them or are people looking for things to be offended about?
The four-panel shot has since been deleted and replaced by an apology from the soap company after make-up artist Naomi Leann Blake first shared the now-viral photo, unleashing the first volley of criticism, according to Daily Mail.
A third panel that includes another woman isn’t included in the viral picture.
“Dove is committed to representing the beauty of diversity,” reads the company Facebook apology. “In an image we posted this week, we missed the mark in thoughtfully representing women of color and we deeply regret the offense that it has caused. The feedback that has been shared is important to us and we’ll use it to guide us in the future.”
They also apologized via Twitter:
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
Naturally, Dove received scathing criticism via social media, many of which compared Dove’s insensitivity to attempts by other companies in other eras to portray people of color as somehow ‘dirty’ because of the color of their skin.
— Alma Har'el🌪 עלמה (@Almaharel) October 8, 2017
Let's be clear, Dove knew exactly what they were doing with their racist ad. Soap companies used to do this racist theme all the time pic.twitter.com/EzvAiExNcP
— Tariq Nasheed 🇺🇸 (@tariqnasheed) October 8, 2017
— Cordova (@GNCordova) October 8, 2017
— Kristina Chäadé Dove🇬🇭 Black Woman (@KristinaCDove) October 8, 2017
— Floridah R Mapeto (@floridahmapeto) October 8, 2017
And to make matters worse for the soap company, nobody was buying Dove’s apology…
Thought that Dove ad was fake until the apology happened. People actually sat at a table and said "Yeah post that picture"? 😒 pic.twitter.com/DZyj2jMned
— xoNecole (@xonecole) October 8, 2017
— #GetTheCovidVaccine (@ItsMJ254) October 8, 2017
One racist ad makes you suspect.
Two racist ads makes you kinda guilty. pic.twitter.com/hAwNCN84h2
— Keith Boykin (@keithboykin) October 8, 2017
— IG: ChulayoK 🌸✨ (@ChulayoM) October 8, 2017
Missed the mark?
It was appalling.
How on earth did it ever get approved? https://t.co/vaKXZIUKyt
— Piers Morgan (@piersmorgan) October 8, 2017
For once, we’ve gotta go with Piers Morgan here.
Not a good look, Dove.
But, in fairness, it’s hard to imagine that the folks at the soap company were truly trying to insinuate that black or brown equals ‘dirty.’ And in a truly colorblind society, perhaps nobody would have noticed it, especially since a Hispanic woman was included in the missing third panel. But the fact that there ARE old ads that critics can point to that are eerily similar yet truly racist suggests that the marketing folks should have never let this one through.
Op-ed views and opinions expressed are solely those of the author and do not necessarily represent the views of BizPac Review.
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