Beauty care brand, Dove is facing a marketing and PR nightmare after a Facebook video it posted received immense backlash. Since then, the video has been deleted, however, the damage was done resulting in a horrendous brand nightmare.
Dove’s video showed an African American woman taking off her brown shirt to reveal a white woman wearing a beige shirt underneath. The video was apparently advertising the Dove body wash. The video then continued to show that the white woman pulled off her shirt which revealed a third woman of a different ethnicity.
As a result, the video was taken down and Dove issued a public apology to the masses.
“We recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused.”
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
Dove further explains the situation through its Twitter account,
— Dove (@Dove) October 9, 2017
The ad was tweeted and shared on social media repeatedly. CNN commentator, Keith Boykin shared another similar Dove ad which showed a woman of color and a white woman standing in front of ‘before’ and ‘after’ signs.
He further added,
“Okay Dove, one racist ad makes you suspect. Two racist ads makes you kinda guilty.”
One racist ad makes you suspect.
Two racist ads makes you kinda guilty. pic.twitter.com/hAwNCN84h2
— Keith Boykin (@keithboykin) October 8, 2017
BBC reporter, Megha Mohan raised her voice against the ad,
— Megha Mohan (@meghamohan) October 8, 2017
Social media bashing continued and people decided to use the hashtag #boycottdove on Twitter. The tag soon became a trend and people expressed their opinions!
— Chris Broussard (@Chris_Broussard) October 8, 2017
— #TheeLiveAct (@Bongi_102) October 8, 2017
— Terri Sue (@TerriTravelz) October 8, 2017
— blondy (@msprissy59) October 9, 2017
— Portrice Conkey (@Portrice2) October 8, 2017
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