Dove apologises for 'offensive' advertising campaign

Dove apologises for 'offensive' advertising campaign

Dove advert
The Dove advertisement that drew criticism on social media for being racist. (Photo: Facebook/Naythemua) 

NEW YORK: Personal care brand Dove has apologised after a marketing campaign that showed a black woman peeling off her T-shirt to reveal a white woman. 

The Unilever-owned company said on Sunday (Oct 8) that it "missed the mark in representing women of colour thoughtfully".

The Facebook advertisement - which has now been removed - also shows the white woman undressing to reveal an Asian woman. 

The apology came amid a flurry of reactions on social media, with many people accusing the brand of whitewashing. 

In a further statement on Facebook, Dove said it was "committed to representing the beauty of diversity". 

It added: "The feedback that has been shared is important to us and we'll use it to guide us in the future."

However, this is not the first time the company has found itself in hot water. 

In 2011, Dove was also accused of racism for another advertisement that showed a before-and-after image that appeared to put three women on a colour gradient - with the most fair-skinned one as the best result. 

Source: CNA/ad