Dove admits it 'missed the mark' with whitewashing ad

Dove admits it 'missed the mark' with whitewashing ad

Dove has tried over the years to make a socially conscious stance on beauty by including women of all races, sizes, and age.

The campaign has since been removed from Facebook but was shared by Naomi Blake, an American makeup artist who goes by the name Naythemua. From left to right, each woman's skin tone gets lighter than the woman next to her.

Dove later apologised for the ad claiming it had "missed the mark".

Dove apologized on Twitter Saturday, saying the brand "missed the mark in representing women of colour thoughtfully". "We deeply regret the offense it caused".

Lola Ogunyemi said as a Nigerian woman, born in London and raised in Atlanta, she has grown up aware that models with darker skin are rarely seen in the media, so she "jumped" at the chance to be the face of a global campaign. The black woman takes off her shirt to reveal a white woman and the last image reveals the woman to be Asian.

Writing for The Guardian, the Nigerian, London-born model saw the campaign as an opportunity to promote racial diversity within the beauty industry.

Following the intense social media outcry, Dove posted an apology for the GIF to Facebook which said, "Dove is committed to representing the beauty of diversity".

Many people pointed out that it echoed old racist adverts that sold soap by claiming it was strong enough to make a black person white.

When Glamour reached out to Dove to get more insight on the thought behind the campaign, the brand revealed the ad was meant to "be a celebration of diversity". You do good work.

The issue would be fine if this was the first time that this has happened to Dove.

Yet this is not the first time that Dove has entered questionable territory with its advertising and products.

"What exactly were you all going for?" one Dove consumer asked on the company's Facebook page.

This is an uncommon misstep for the brand, often praised for their inclusive ads championing body positivity and empowering women such as their "Love Your Curls" campaign.

"We do not condone any activity or imagery that intentionally insults any audience", the statement said.

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