Dove apologizes for ad: We 'missed the mark' representing black women

2 years 2 months 5 days ago Monday, October 09 2017 Oct 9, 2017 Monday, October 09, 2017 1:58:00 PM CDT October 09, 2017 in News
By: Jackie Wattles, CNN
Dove apologized for a social media post that the company says "missed the mark" representing black women. The offending ad was a 3-second GIF that shows a looping image of a black woman removing a dark brown t-shirt to reveal a white woman.

(CNN Money) - Dove apologized this weekend for a social media post that the company says "missed the mark" representing black women.

The offending ad was a 3-second GIF hawking Dove body wash that was posted Friday to the brand's Facebook page. It was taken down Saturday.

CNNMoney reviewed a copy of the GIF. Introduced with the line "Ready for a Dove Shower?" it shows a looping image of a black woman removing a dark brown t-shirt to reveal a white woman. She then removes her beige t-shirt to show a third woman.

"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," the company said in a statement Sunday. "We apologize deeply and sincerely for the offense that it has caused and do not condone any activity or imagery that insults any audience."

On Friday, Naomi Blake, a 29-year-old beauty entrepreneur who runs a popular Instagram account, said she reached out to the company through Facebook to voice her concerns about the ad.

She said she received a "copy and paste" response. Blake also took screenshots of the ad that soon went viral on Facebook and Twitter.

"How can you see a body wash ad like this and not realize? It rubbed me and many people the wrong way," Blake told CNNMoney. "What are you telling the little black girls who watch this?"

Dove took down the ad Sunday and posted an apology on Twitter.

For its part, Dove, which is owned by Unilever, has for more than a decade tried to take a socially conscious stance on beauty. Its ads have frequently used models of various body weights, ages and races.

The campaigns "My Beauty My Say," "Real Beauty," and "#BeautyBias" have been applauded for their depictions of diversity and promotion of self confidence.

But this isn't the first time a Dove campaign has raised eyebrows.

In 2011, an ad for one line of Dove body washes was accused of racism for lining up three women from lightest to darkest skin tone. They appeared below the words "before" and "after," which were meant to indicate skin dryness.

Earlier this year, Dove's U.K. branch touted a short video depicting variously shaped Dove body wash bottles with the tagline, "Beauty comes in all shapes and sizes." Critics said it suggested women are defined by their body types.

More News

Grid
List
COLUMBIA — The City of Columbia Public Works plans to have a 24-person crew begin monitoring road conditions and treating... More >>
2 hours ago Saturday, December 14 2019 Dec 14, 2019 Saturday, December 14, 2019 7:48:00 PM CST December 14, 2019 in News
COLUMBIA — Police are investigating after an ATM was stolen from the Great Southern Bank on 3200 South Providence Saturday... More >>
5 hours ago Saturday, December 14 2019 Dec 14, 2019 Saturday, December 14, 2019 5:22:00 PM CST December 14, 2019 in News
MID-MISSOURI - A winter storm is expected to bring snow and ice accumulation to Missouri followed by frigid temperatures. This... More >>
5 hours ago Saturday, December 14 2019 Dec 14, 2019 Saturday, December 14, 2019 4:50:00 PM CST December 14, 2019 in Weather
COOPER COUNTY, BLACKWATER — A small community in Mid-Missouri is attempting to spread holiday cheer within a few miles of... More >>
7 hours ago Saturday, December 14 2019 Dec 14, 2019 Saturday, December 14, 2019 3:30:00 PM CST December 14, 2019 in News
HOLTS SUMMIT - With temperatures around 30 degrees on Saturday, the cold weather did not stop Holts Summit residents from... More >>
7 hours ago Saturday, December 14 2019 Dec 14, 2019 Saturday, December 14, 2019 2:47:00 PM CST December 14, 2019 in News
JEFFERSON CITY — Missouri Department of Transportation crews are preparing for an expected winter storm this weekend. In a press... More >>
8 hours ago Saturday, December 14 2019 Dec 14, 2019 Saturday, December 14, 2019 2:34:00 PM CST December 14, 2019 in News
COLUMBIA — St. Louis officials have voted to ban local veterinarians from declawing cats. The St. Louis Post-Dispatch reports... More >>
8 hours ago Saturday, December 14 2019 Dec 14, 2019 Saturday, December 14, 2019 2:21:00 PM CST December 14, 2019 in News
COLUMBIA — Chatbots could soon be answering more questions from Missourians about their taxes or welfare. The St. Louis... More >>
8 hours ago Saturday, December 14 2019 Dec 14, 2019 Saturday, December 14, 2019 2:15:00 PM CST December 14, 2019 in News
COLUMBIA - Two people were injured Friday night after an assault and shots fired incident in north Columbia, according to... More >>
11 hours ago Saturday, December 14 2019 Dec 14, 2019 Saturday, December 14, 2019 11:14:00 AM CST December 14, 2019 in Top Stories
COLUMBIA - The Boone County Sheriff's Department completed a week-long training program on Friday, cumulating with a role-playing exercise to... More >>
1 day ago Friday, December 13 2019 Dec 13, 2019 Friday, December 13, 2019 5:05:00 PM CST December 13, 2019 in News
COLUMBIA - The Columbia Fire Department has a new chief. City Manager John Glascock says Andy Woody will be taking... More >>
1 day ago Friday, December 13 2019 Dec 13, 2019 Friday, December 13, 2019 3:50:00 PM CST December 13, 2019 in News
COLUMBIA - Former Missouri football coach Barry Odom is heading to Arkansas. New Arkansas head coach Sam Pittman confirmed... More >>
1 day ago Friday, December 13 2019 Dec 13, 2019 Friday, December 13, 2019 3:19:00 PM CST December 13, 2019 in News
COLUMBIA – Columbia psychologist, Kurt Bumby, 50, is charged with two counts of statutory sodomy in Boone County and two... More >>
1 day ago Friday, December 13 2019 Dec 13, 2019 Friday, December 13, 2019 3:18:00 PM CST December 13, 2019 in News
FULTON - Although legally blind, Fulton Special Olympics tennis player Jesse competes with enthusiasm in a high demanding sport for... More >>
1 day ago Friday, December 13 2019 Dec 13, 2019 Friday, December 13, 2019 2:21:00 PM CST December 13, 2019 in News
JEFFERSON CITY - A proposed plan to expand the Jefferson City National Cemetery across the street and move a park... More >>
1 day ago Friday, December 13 2019 Dec 13, 2019 Friday, December 13, 2019 2:15:00 PM CST December 13, 2019 in News
BOONVILLE - Shovels and salt will likely be in higher demand at local hardware stores after a forecasted weekend snow... More >>
1 day ago Friday, December 13 2019 Dec 13, 2019 Friday, December 13, 2019 12:55:00 PM CST December 13, 2019 in News
WENTZVILLE, Mo. (AP) — General Motors plans to invest $1.5 billion in truck production at a suburban St. Louis plant.... More >>
1 day ago Friday, December 13 2019 Dec 13, 2019 Friday, December 13, 2019 12:24:00 PM CST December 13, 2019 in News
CAMDEN COUNTY- A 71-year-old woman was killed last night after her car struck a tree, according to the Missouri State... More >>
1 day ago Friday, December 13 2019 Dec 13, 2019 Friday, December 13, 2019 11:35:00 AM CST December 13, 2019 in News
Columbia, MO
Broken Clouds 27°
11pm 27°
12am 27°
1am 27°
2am 26°