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Dove apologizes for Racist Facebook Ad



Dove, the personal care brand owned by Unilever, has apologized for a deeply racist ad campaign it ran on Facebook recently.

The ad, showing a black woman becoming white after using the brand’s lotion, was heavily criticized after it was posted on Facebook.

Dove, on their official Twitter page, apologized for the ad, writing:

An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused.

The apology though was not accepted by a lot of people, as the ad was deemed too offensive.

Many asked how an ad so racist was approved by the brand’s marketing team.

What’s worse, this isn’t the first time the brand is depicting the black skin in that manner. A Twitter user posted a photo of an old ad ran by the brand, with the same underlying message.

See both ads below:

Dove apologizes for Racist Facebook Ad- BellaNaija


  1. The girl next door

    October 7, 2017 at 10:45 pm

    Blacks don’t crack

    • jie

      October 8, 2017 at 2:18 pm

      Michael Jackson did.. just saying

    • Donna king

      October 8, 2017 at 4:17 pm

      Amen…….the bottom pics should have been refersedf

    • Anggelos

      October 8, 2017 at 6:21 pm

      @ jie MJ has Vitiligo, that is a complete different thing. The statement above was a generalization.

    • Solange

      October 8, 2017 at 6:53 pm

      @ jie
      Michael Jackson had vitiligo.
      Use your brain for is original purpose… just saying

    • Kee

      October 8, 2017 at 7:44 pm

      Michael Jackson had a skin illness.

    • Deborah

      October 8, 2017 at 8:41 pm

      But they DO cry racism at every chance now don’t you?!. It was an ad. for different skin tones, it was NOT being racist!. WHY is it that blacks are so petty, as long as y’ll keep this DunbShite up ya’ll will continue to look like DumbShites!
      No one cares to continue bearing tube most stupid complaints! My God ya’ll are lime prison inmates that sit around trying to find things to sue the prison/state over!. Don’t you people ever think before ya open those greedy racist”mouths.. (yes racist). Cause you all are worse than any 1950’s era white man thought to be!.

    • CBR

      October 9, 2017 at 3:18 am

      @Jie, Michael Jackson didn’t crack, he chose to bleach his skin.

  2. Sisi

    October 7, 2017 at 10:51 pm

    Quite frbanly the whole team that produced such trash should be suspended and if that is an expression of the wider corp they deserve every backlash and boycott that comes with this.

    • Udegbunam Chukwudi

      October 7, 2017 at 11:16 pm

      Suspended ke? More like fired biko. WTF

    • nuthinmuffin

      October 8, 2017 at 12:52 am

      good luck

    • Lashonda

      May 27, 2018 at 5:18 pm

      I bet they will stop after we start throwing discrimination suits at them ???

  3. Californiabawlar

    October 7, 2017 at 11:56 pm

    Oh wow! I’ve never cancelled a product before but ooooh! Dove is OUT! Tf?!

    • The Real Oma

      October 8, 2017 at 12:43 am

      Me too. I have never boycotted a product before but this here is too much. No more Dove for me.
      They can’t even plead ignorance, not in 2017.

    • Anonymous

      October 8, 2017 at 11:58 am

      I did with mac after the advert involving Caitlyn Jenner. I couldn’t imagining putting such on my face. I felt it would mean me not comfortable enough in my own skin!

    • Atoke

      October 9, 2017 at 1:37 pm

      Same thing I thought. Never again. Throwing it all out.

  4. miss ghana

    October 7, 2017 at 11:57 pm

    Stupid people.

  5. Jane

    October 8, 2017 at 12:05 am

    I can’t even… What on earth were they thinking?

    • nene+

      October 8, 2017 at 8:00 am

      I can’t believe this magnitude of insanity still exist! I am definitely boycotting this product .
      The entire PR and marketing team need to be expelled.
      Dumb advert! Gross stupidity.

    • dave

      October 8, 2017 at 11:10 pm

      I’m pretty sure they were just trying to get as many races as possible in the ad, that’s what all advertisers do. White, black, asian if there is time. But they should have just done it the reverse white then black then no one would have noticed.

  6. Papacy

    October 8, 2017 at 12:14 am

    I don’t have to be black to find this racist. I would say this is insensitive but this is 2017 so I’ll call it as it is. Stupid. Lacking in wisdom.

  7. Wunmi

    October 8, 2017 at 12:18 am

    This won’t stop happening until we blacks learn to appreciate our beautiful skin color..

    • Knock out

      October 8, 2017 at 6:38 am

      Thanks Wunmi. Until we learn to love our beautiful black skin, we’ll always be an object of ridicule. Celebrities propagating skin bleaching cream and products , posting photos of their white face, black legs and dark knuckles. This only portray one thing in the black community: ‘Some’ blacks feel inferior to whites and they want to be white at all cost! Dove advert is myopic, lame and ignorant but we gave them that opportunity. Love your black skin folks! You’ll be 20 for the next 40 years!

    • Does it matter

      October 8, 2017 at 12:50 pm

      What makes you think we do not appreciate our skin? R U deaf? Do U not hear the outrage? It is white people who do not appreciate the color and resent their lack of melanin

    • SKate

      October 8, 2017 at 4:02 pm

      What is it about this ad that makes you think and even say we Blacks don’t appreciate our beautiful skin color? Regardless of what a f ew Blacks think ehy must you put this on we Blacks? Dove and most all corporations have done this since day one! So stop that bs!

    • Just me

      October 8, 2017 at 4:09 pm

      I do think Blacks appreciates their beautiful skin color but you have to admit this ad had nothing to with non appreciations it was pure racist that’s the bottom line

    • Nancy

      October 8, 2017 at 4:22 pm

      You are right but not just those who are black. Too many woman and young girls do not like the skin they are in. Society has made us embarrassed to be who we are. I know I used to be one of those people. It took me 59 years to figure this out. Please do not let it take you that long. Find your peace now.

    • India

      October 8, 2017 at 5:55 pm

      It won’t stop until THEY learn to appreciate our skin color.

    • Brown

      October 8, 2017 at 6:03 pm

      This ad has NOTHING to do with blacks not appreciating their skin color. Why would people of color be to blame for other people’s ignorance. Wake up!

  8. Sade twyse

    October 8, 2017 at 12:42 am

    I don’t get shA. Isn’t Dove always shouting positive body image and beauty comes in all shades and self esteem? Afi gba ti won pa pa get Unilever

  9. Monica Lavington

    October 8, 2017 at 12:44 am

    Dove Sensitive Skin Soap USED to be the only soap I used. We have over 100 bars ‘free” from extreme couponing. Thank God they were free! I will NEVER purchase another one of their products… EVER!

  10. Monica Lavington

    October 8, 2017 at 12:46 am

    I blame #45, also. He’s got these racist mfs coming out of the woodwork, from under rocks and the pits of hell.

    • Me

      October 8, 2017 at 3:17 pm

      This is a joke right?

    • Me

      October 8, 2017 at 4:13 pm

      Look inside for the change you want to see happen. It is very easy to blame others but you hold all the keys for change. Name calling is not the way to make that happen.

    • Papa Rotzzi

      October 8, 2017 at 5:46 pm

      Yeah, it is though racism did not even exist before Trump!

    • Foxy

      October 9, 2017 at 3:47 am

      @TheRealSpark There is actually a third frame that shows the white woman turn into an Asian woman so is as you said they meant to be inclusive but messed it up. I think maybe the third frame didn’t show up for people unless they clicked on the ad, which no one does.

    • Rosemary B

      October 9, 2017 at 1:47 pm

      Obama was the biggest racist, most divisive and derisive WORST President ever.
      Monica, you must have amnesia

  11. The Den Mother

    October 8, 2017 at 1:01 am

    I don’t see the problem with the second ad. My reaction was that all the women were all Dove users; the “before” and “after” photos apply to all three women. The one with the woman taking off the shirt, ,however, can’t be interpreted in any positive way.

    • Monica R Williams-Samuels

      October 8, 2017 at 12:11 pm

      There is DEFINITELY a problem with the second ad! It shows the black woman on front of the “before” board, the mixed race woman in the middle to depict a stage of transitioning into a better person, and the white woman in front of the “after” board.
      Of you can’t see the problem, you might want to look again.

    • Pam P

      October 8, 2017 at 2:12 pm

      The women was black before and after using Dove she became white….they have the black women under before…..i took that pic as they are saying if your skin color is dark, if you continue to use Dove you will get to the white skin….it’s a process

    • Sarah Sellers

      October 8, 2017 at 2:38 pm

      The problem is not that it’s two separate ads, but one ad. You see her beginning to take her top off in the 1st picture, 2nd photo, she is lifting it, 3rd photo her face is hidden, 4th photo she is white.

    • Jen

      October 8, 2017 at 5:38 pm

      They’re all afters. The before and after is for the pictures that hang below it, behind the women…dry, cracked skin and smooth, healthy skin. They should have either done the women OR the pictures, not both because it is being misinterpreted. The WOMEN aren’t the before and after in the second ad, the pictures of the close ups of skin are.

      Now, that first ad? WTF?

    • D

      October 8, 2017 at 7:27 pm

      No it’s starting with black and ending with white almost to say if one is better. If it wasn’t trying to say that they would have a group of white girls first and the the after would be a mixed racial group.

    • TheRealSpark

      October 8, 2017 at 7:45 pm

      I think you are right about the second ad. The first ad is off-the-charts bad.
      I have been producing advertising for more than 30 years. These ads are the result of dumb mistakes, not racial animus. Perhaps a lack of awareness for the sensitivity needed, but these mistakes are more than anything about “Creatives” believing that everyone will see the message they are trying to convey. It happens all they time. Well, everyone sees their own message, and often it is quite different than the one intended. Oops. Frankly, I have no idea what point or message the first ad is trying to make. Is there more to the ad than appears here, ’cause I don’t get it. What I DO get is that it is easy to interpret it as a transition from a black woman somehow becoming a white woman. But for me, I’d be placing the blame on the sweater, not the disconnected Dove bottle. This ad looks like an online ad. Smaller, shorter. Creative was trying to jam too many concepts into a single, small space and failing miserably.

      Having worked with clients for a very long time it is obvious to me that the ad creatives are being tasked to communicate multiple key points: Dove softens dry skin AND Dove works on all skin types. The second ad handles this by including in the ad two big pictures of “before & after” skin samples, plus a group photos of three lovely ladies with different skin tones. The error was that the layout artist is looking at position and proportions to design a visually attractive ad page. Layout artists never read the copy and rarely know anything about what the ad is promoting. Their challenge is to somehow position the Big pictures of skin they were given so they balance with the picture of the three women. What you have to know is that the Big Skin pics and the Women pic are two or more separate images composited together into what appears to be a single image. The “Left/Right” positioning of the before and after skin images is normal as nearly 100% of us in the West “see” page content top-to-bottom, left-to-right. The problem is that the photographer that shot the women’s group happened to position the ladies dark to light. Had they been positioned in the opposite, we’d likely not be having this conversation. The point is that the photographer had no idea how these ladies would be positioned in the final ad; he/she is more concerned with the lighting and posing of the subjects. And the layout artist just plopped the group of ladies image into the composite without ever thinking about how some might construe a connection of skin types with position of the ladies. These things happen all the time in advertising when ad creatives don’t step back from their work and “see” it from all perspectives. Focus group testing can help this, but it is both time consuming and expensive, and clients don’t want to spend the money on them.

      Bottom line: Dove obviously wants women of all skin types and tones to know that their products are for them. Second ad is arguably sloppy and too easily misconstrued, but chalk it up to insensitivity and lack of perspective rather than an overt slight on women of color. That first ad though, is completely inexcusable. I can see no positive message. I can’t see ANY message that makes sense. Scorn is deserved and Dove needs to kill this ad asap.

    • slice

      October 9, 2017 at 2:01 pm

      @realspark I found your post very instructive. It’s a great well thought out perspective. They may have stumbled teir way into looking racist… unintentionally

  12. OsisK

    October 8, 2017 at 1:32 am

    I think it’s clever and fun. Too bad the democrat party has programmed so many to hate.

    • Cece

      October 8, 2017 at 10:39 am

      There is absolutely nothing funny about this ad and has nothing to do with political associations and everything to do with insensitivity!

    • Jess

      October 8, 2017 at 2:22 pm

      Explain the cleverness will you? Also you’re mistaken, Dems train people to ignore the hate from Fox News and other such right wing disaster areas.

    • Anna Dixon

      October 8, 2017 at 3:05 pm

      Too bad you’re a. Dumb ass.

    • Map

      October 8, 2017 at 3:06 pm

      Of Course you do..because I’m sure you’re not black, huh….

    • Beverly Johnson RN

      October 8, 2017 at 3:10 pm

      Who said anything about hate? The black community is offended….. how does that translate into hate to you? And what does a political party have to do with it?

    • Kim Fountain

      October 8, 2017 at 3:12 pm

      Explain the fun here? I want to read your explanation because I am at a loss to find one. And by all means, explain what is ‘clever’ about it. And don’t be flippant here. I really am curious to read both answers.

    • Stephen

      October 8, 2017 at 3:51 pm

      Yes, too bad we’ve been programmed to hate our county’s history of genocide, slavery, and apartheid and anything that continues to promote their underlying racist ideologies. What the f— is wrong with you?!

    • Pam

      October 8, 2017 at 9:35 pm

      Clever and fun….
      Same ad …before white woman, after black woman….still clever and fun?

    • Mic Theory

      October 8, 2017 at 10:43 pm

      This is neither clever or fun and has nothing to do with partisan politics…that’s a false equivalency. It does have a lot to do with caucasian lack of self esteem why is it they spend so much money truing to convince the world that a recessive skin trait which makes them susceptible to cancer and dna damage as well as infertility and low sperm count globally causing a potential mass extinction by 2060 while Africans are experiencing a global baby boom…why would they want us to embrace what they spend billions to improve. In the usa blacks have a saying about racists…they hate us because they aint us!

    • Truthbetold

      October 9, 2017 at 12:54 am

      Too bad Trumpkins can’t see their extreme narcissism! They really get off on portraying themselves as supreme, even I soap ads!

    • Rob

      October 9, 2017 at 12:57 am

      No the Republican has taught a bunch of hate how can you not see this at all

    • Theresa

      October 9, 2017 at 4:33 am

      You’re kidding, right? The Democratic party has nothing to do with this! If you were a person of color, would you find it clever….fun….??? What is wrong with you???? How insensitive!?!?! So being black is dirty, but being white is clean????? Let’s reverse that and see how funny it is.

  13. Zimriel

    October 8, 2017 at 3:06 am

    This is such cringe. The alt-right would be all over it if it went the other way (and they’d be, er, right).

    • Stephen

      October 8, 2017 at 3:56 pm

      And they’d be right? Sorry, but no. That is not a legitimate comparison. The only way this hypothetical could be valid is if it took place in a society founded on 400 years of “Black supremacy” (which is not a thing, as neither is “reverse racism”).

  14. Trudy

    October 8, 2017 at 3:16 am

    This literally says that black people are dirt that you can take care of with Dove! I am flabbergasted. I can’t even grasp that this could possibly happen. I thought someone had photoshopped this together when I first glanced at it. it’s that effing unbelievable

  15. Wow

    October 8, 2017 at 4:20 am

    This is just plain stupid! Like seriously, when they sat with the marketing/ad execs to present this ad, didn’t anyone think, “emm… no, this isn’t a good idea” before running the ad??? Like seriously!!!

  16. Herlett

    October 8, 2017 at 4:53 am

    Say no to Dove!

  17. Ranyinudo

    October 8, 2017 at 4:55 am

    I honestly don’t know why you all are screaming…the average black wants a soap or cream that all “bring out my color or tone me a bit to my main color”
    Why you all mad tho?? Thats what the advert is about…lol

    • Funmilola

      October 8, 2017 at 7:24 am

      Speak for yourself, “average black”

    • Robin Singletary

      October 8, 2017 at 3:55 pm

      You STUPID……….

    • Elizabeth Anne

      October 8, 2017 at 8:34 pm

      Your misuse of the English language is abominable. Please refrain until you get a mastery of it please before you decide to post an actual statement. Legibly

    • jones

      October 8, 2017 at 10:47 pm

      i thought the same thing as welll

    • Ranyinudo

      October 9, 2017 at 7:48 am

      You all should keep dying under my comment. It is what it is. As for you Anne…I figure we both need the class on mastery of the English language.

  18. Twice

    October 8, 2017 at 5:18 am

    The Ad was done on purpose to draw attention because at the end; Blacks, especially africans, will secretly Rush and buy it. Many Black people hate their skin. Leave all these rants of cancellation/boycott.

  19. DavidL

    October 8, 2017 at 6:12 am

    Whenever I see these type of ads I wonder ‘why the [email protected] did the black person in the ad agree to doing this shit?’

    • Dwetha

      October 8, 2017 at 11:08 am

      My thought as well…

    • Neville Pumer

      October 8, 2017 at 6:38 pm

      My thoughts exactly. But you know how money and stupidity work each other

  20. john

    October 8, 2017 at 7:51 am

    believe me ..they know exactly what they did and are doing..they were very much aware of it…they did that on purpose…but the ironic part is that no matter how offensive it might be , their is some truth in is what most hypocritical black women wants, if not all ( to look like white women by all means necessary) no matter how much they pretend

    • Dust

      October 8, 2017 at 8:33 am

      you’re a victim of fake news/media… there’s no truth in it… you’re falling for what THEY show you and what THEY promote and what THEY pay other black people to promote…

      that linda ikeji promotes homosexuality does not mean most Nigerians are homos..
      that bellanaija promotes inter-racial marriages does not mean most Nigerian couples are inter-racial.

      its white people that have always wanted to erase black people from earth, with the help of some black people.. its why they created vitiligo and its why they claim it has no cure but the African SUN can cure it… when black people lose their melanin they meant to look albino not european white but vitiligo alters the DNA of black people to european white..

      you’re right they know exactly what they are doing…

    • Neil Strauss

      October 8, 2017 at 9:48 am

      @Dust gerrout! You and your fake deep conspiracy theory

    • Brizzie

      October 8, 2017 at 8:35 pm

      Why would a black women want to look like a white women? Please explain when white women are tanning there skin so much by choice taking a huge chance for skin cancer to look like us!!!! I’m confused please make me understand your ignorance! I would never want to be anything but Black! We come in all shades! That’s like looking in the sky and seeing a all white rainbow. Would that be as fascinating and as beautiful as seeing one of all different shades of color? You Tell me! That’s how I feel about being Black! If anything I sit in the sun to try to get darker! I love the skin I’m in! Couldn’t fathom being anything else!

    • artklub

      October 9, 2017 at 11:01 am

      oga john are you still in nigeria? go and join your supreme white women in oyiboland where you live happily ever after without racism. you are the one who needs to fix your self esteem and white people cannot help you with that, as you can see lol.

  21. Hmm

    October 8, 2017 at 11:55 am

    The dove lotion is for the black woman who chooses to bleach her skin. Why call it racist when it is damn truth.

  22. laughing

    October 8, 2017 at 12:03 pm

    I don’t know what the drama is all about. I love dove and will use it anytime I have the opportunity. What our leaders are doing is a million times worse than racism.

    • artklub

      October 9, 2017 at 11:02 am

      erm, adults are talking…

  23. Victor

    October 8, 2017 at 12:04 pm

    I would be a fool to buy acid for my precious chocolate skin. To the trash with such chemical from Dove. PURE GARBAGE and EVIL!

  24. Well Well!

    October 8, 2017 at 1:04 pm

    I would say that this is equivalent to tanning bed commercials where whites go to get darker, or commercials where they promote chemiclas so that white people with thin lips can get nice full lips like the darker race. Some just don’t appreciate the skin they are in, no matter the race.

  25. Clean

    October 8, 2017 at 1:16 pm

    Dove you are out

  26. Sue

    October 8, 2017 at 1:19 pm

    I think it was showing how great it is for all woman ………so if it went in reverse would it still be racist . It wasn’t turning black women into white women

  27. Michele Campbell

    October 8, 2017 at 1:34 pm

    BYE DOVE!!! THIS IS DISGUSTING! ??‍♀️??????

  28. Not Surprised

    October 8, 2017 at 1:42 pm

    I’m not surprised at all. Non-black people aren’t concerned with the issues of black people so why would they be sensitive to our concerns? They thought they could slip this ad past people in a different market and got caught.

  29. Ephi

    October 8, 2017 at 1:49 pm

    The fact that they’ve done this before (with the last photo gradient ad being back in 2011) says a lot. I bet their whole marketing team consists of Caucasians, that is what you get in companies and teams with a lack of diversity. Senseless people. It’s the last time I am purchasing any of their products. Get them where it hurts – their bottom line. Afterall, there are many other alternatives.

  30. Robar

    October 8, 2017 at 2:06 pm

    I can agree with those who believe that boycotting a company to help produce a “conversation” to be had by the company and a group of people whom are offended. Big business needs to see how their policies affect the common person as well as others.

    We need a face to face conversation to happen, And the business needs to change some of its
    Policies concerning the ad department. We need cool heads and decisions to be made. If not their business will suffer for it.

  31. Sweet Cheeks

    October 8, 2017 at 2:13 pm

    This is why I stick to Tropical Dudu Osun!
    Exfoliates like a boss! ???

  32. julie

    October 8, 2017 at 2:15 pm

    No more Dove products for me ever!!!!

    • elohor

      October 8, 2017 at 4:41 pm

      Over something that happened almost a decade ago for which unilever has since remediated? Dove has done more good than bad as a brand. Yes they screwed up then but they corrected it fast! Your goverment does worse with no remediation or admission of wrongdoing yet you don’t form coalitions against them.

    • Ephi

      October 8, 2017 at 9:53 pm

      What the heck is wrong with you?! This ad is trending all over the web right now because it REOCCURRED again despite a similar ad in 2012.

      And wtf has what the government done or not done have to do with this? If you are an employee of unilever and attempting to do damage control, you have failed already.

  33. chinwe

    October 8, 2017 at 2:32 pm

    I don’t understand. The unit that came up with this concept and advert, was it not reviewed by a team? How could such a big corporate body make such an error unless it’s the corporate vision… but at this time we are in such a developed world.. are there any company still thinking such? Very Sad… hope my kids don’t see such advert.. they have very beautiful dark skin.. and it will remain like that…

  34. Bev

    October 8, 2017 at 2:36 pm

    Well, dang! I’ve used Dove products my WHOLE adult life…and I’m in my 40’s. I hate to switch, but I can’t support this type of subliminal foolishness.

    • elohor

      October 8, 2017 at 4:38 pm

      OK. Go educate yourself and Google the back story on this stale news.

  35. lilo

    October 8, 2017 at 3:05 pm

    BN, you realize that this happened in 2011? Any reason why tthis is. being rehashed?

    • Precious

      October 8, 2017 at 3:44 pm

      A lot of people like myself didn’t know of it happening in 2011 this is my first time seeing it as well as others

    • elohor

      October 8, 2017 at 4:36 pm

      Abi o. This is waste of space and fake way eto garner traffic on BN. Dove has since taken the product off the market, rebranded itself, apologized and created more positive campaigns. Shior! BN what point are you trying to prove with this old news?

    • Ephi

      October 8, 2017 at 5:53 pm

      This current ad did NOT happen in 2011, it is the second picture that was an ad from 2011 to show that dove has displayed this racist behaviour before. The main / first ad is the current ad which only just happened.

      It’s trending all over the web, even BBC carried it 2 hours ago

  36. Just me

    October 8, 2017 at 3:11 pm

    Stupid! Just plain and simply stupidity! Whoever thought of it and approved this should be fired!
    In what logical realm is this acceptable?!

  37. Lauren Turner

    October 8, 2017 at 3:16 pm

    Wow. I’m white af and I think this is terrible!!! Completely blatantly racist. I don’t see how anyone could take this any other way other than negative. BLACK SKIN IS BEAUTIFUL! I love my skin but theres nothing like buttery smooth melanin!

  38. funky aboki

    October 8, 2017 at 3:27 pm

    Let me talk to all you Ladies/Gents shouting “down with the Racist Dove Ad”….I will expand from Jaclyn Otogo comments….I am talking to YOU, yes YOU. YOU all that make use of fade creams, or bleaching creams, or skin lightening creams etc, artificial extensions like brazilian hair, eyelashes, nails, High Heels and plastic surgery for whatever the excuse may be….YOU!…Yes, YOU are the No.1 racist to yourself and the younger ones watching all around you including your kids. YOU simply don’t realize it, but YOU show us all that you don’t like who you are or YOU are not satisfied with how you look and so, YOU go patronizing all the smart manufacturers who have capitalized on your insecurities to give you the physical satisfaction you desire. If YOU don’t know it yet,YOU are the encouragers, customers and supporters of companies like DOVE. YOU yes YOU, YOU that have made MARY K and not biblical standards your foundation, WE love you for who you are, from the inside out but, YOU don’t care to see and have unknowingly become Racist by turning into WACKO JACKO…leave DOVE alone and use DUDU OSUN SOAP!.

    • IQ

      October 9, 2017 at 9:19 am


      funky aboki, your comment fell flat. Go away.

  39. Precious

    October 8, 2017 at 3:41 pm

    Dear dove can you please tell me what your “THOUGHTFUL REPRESENTATION” Was supposed to be can you explain to us what you presented to the board for this ad and also the other???

  40. Gonzo the Great

    October 8, 2017 at 3:46 pm

    Dear Fellow Dove Advertising Staff; After the success of our last campaign, I’ve got a new idea. We could show someone in a white pointy hood and gown, with soot around the eyes and on their hands from a nearby bonfire or something. They hold a bar of Dove, take off the hood and they’re lily-white! Or perhaps a healthy young boy, washing his arms- (perhaps in the kitchen of a ’30s Bavarian farmhouse or similar ‘feelgood’ place) -after hours of communal drumming or playing soldiers with his youth group. He dries his arms on a perfectly white towel before putting on a crisp red and white armband with a well-defined black logo, onto which the camera zooms, while we hear the voiceover “With Dove, there’s no need to fear colours mixing”.


    October 8, 2017 at 4:31 pm

    Dove Sensitive Skin product is insensitive

  42. Angelique

    October 8, 2017 at 4:33 pm

    At least they apologized… now get HR involved and train all employees on diversity

  43. My Name

    October 8, 2017 at 5:37 pm

    Black Skin, White Skin,everybody wants what is best for their skin. Manufacturers of Dove should embrace the fact that no matter skin colour persons buy their products. That was an insensitive act and should not be practiced.

  44. KJ

    October 8, 2017 at 5:47 pm

    I am wondering why you didn’t show the next image, of the white woman taking her shirt of and revealing a Latino woman?

    Seems a bit misleading to me.

  45. Anonymous

    October 8, 2017 at 5:55 pm

    Goodbye dove!

  46. Lesley

    October 8, 2017 at 6:21 pm

    The black woman removes t-shirt and reveals white woman, the white woman removes t-shirt to reveal Asian woman. Why aren’t you showing that bit?

    • artklub

      October 9, 2017 at 11:04 am

      the whole thing is dumb. its a dumb ad. its cancelled.

  47. Joyce

    October 8, 2017 at 7:01 pm

    Clever? Fun? What is clever or fun about changing your skin color? Here’s a clue: We don’t want to be white. We want to be who God made us to be. If people don’t like it, let them check in with Him.

  48. miss_nk

    October 8, 2017 at 7:16 pm

    @elohor, is dove paying you? jumping all over to defend them

  49. bee

    October 8, 2017 at 7:19 pm

    When we too won’t stop bleaching our skin, we are sending mixed messages. But then this is grossly disrespectful

  50. Larry

    October 8, 2017 at 7:35 pm

    Unilever, Dove’s parent company, did not respond to Washington Post requests for comment…… Of course not…. They don’t want you to boycott the whole company. That little done boycott want hurt a bit.

  51. Dionne

    October 8, 2017 at 7:36 pm

    Extremely BAD JUDGEMENT for you brand Dove, and your apology to women of color isn’t sufficient!

  52. SunGodRa

    October 8, 2017 at 7:48 pm

    For a hundred years they just excluded us from their advertisements. This is now their idea of inclusion. I have a sense of humor but this in not funny in the least.

  53. Paula

    October 8, 2017 at 7:52 pm

    In the second ad, “before” and “after” aren’t about the women, The words are literally on a picture of rough, dry skin, and a picture of healthy moisturized skin. The black woman on the left is actually prettier than the white woman on the right, IMO. Some people are always looking for something to be mad about.

  54. Whystler

    October 8, 2017 at 8:24 pm

    Can someone give me a link to where this apology is referenced directly from Unilever or Dove? I’ve done a lot of searching for it today, and I can’t find it.

  55. bstarr

    October 8, 2017 at 8:24 pm


  56. TANYA

    October 8, 2017 at 8:30 pm

    Listen I have sat in enough marketing classes today know this was far from an accident! To apologize now is checking on how much you can get away with and still get people to buy your stuff. Unilever hear this I’m done ✅ with your bullshit! If the outcome actually mattered then you would have used focus groups to tell just how bad this idea was! And the fact that you are only willing to suspend this team, not fire them shows us plainly your lack of commitment to improving race relations and that your apology was forced out of you by social media!!

  57. Whystler

    October 8, 2017 at 8:33 pm

    FOUND IT! And I found more information about the advertisement.

    It begins with a black woman removing her shirt…
    which then reveals a white woman underneath…
    who also removes her shirt…
    To reveal another woman of colour beneath it.

    The point to be made is that Dove is for all skin types and shades.

    Why didn’t the original poster , post the entire advertisement?

    • AJ

      October 9, 2017 at 12:36 am

      So then it ISNT racist. See? I’ve asked about ten different sites to explain how this is racist to me and they all scream it is and accuse me of being racist and hello, IM BLACK.

  58. Tanya

    October 8, 2017 at 8:37 pm

    So just like you had to apologize for this mess. Just keep on apologizing for blatant racism.

  59. Deborah

    October 8, 2017 at 8:51 pm

    I said which same thing!. Unless that comment doesn’t make it past moderation. You know how some are able to post this against white people but not against black people!. That…to me is racism!.
    Some people just sit around trying to find things to complain about. Frankly…I’m so very disgusted with that group.
    I’m not going to stop buying their product. In fact I’m writing/emailing a letter of support over this BS.!

  60. Vance

    October 8, 2017 at 9:18 pm

    Dove is out of my House forever Don’t accept your Apology you only apologize cause you got caught

  61. Michele

    October 8, 2017 at 9:50 pm

    There is no excuse for something this ignorant.

  62. MelaninIsMySuperPower

    October 8, 2017 at 10:21 pm

    If black people hate their skin (which we don’t) it would only be because life is that much harder because of it. Unlike other things, people know that you’re black before you open your mouth or do anything to call attention to yourself. It’s not the shade of our skin that we despise as much as the shade of our fellow human beings. Let THAT marinate a while.

  63. J3 Online

    October 8, 2017 at 10:37 pm

    I understand and agree with the anger, but where do I sign up for the class action law suit? I have been using dove for over 20 years and ain’t white yet!!!!!

  64. Elohor

    October 8, 2017 at 10:50 pm

    @Ephi It’s only trending again because lazy bloggers who can’t come up with original content resurrected it and since they are always plagiarizing each other no one is smart enough to check time stamps and realize it’s regurgitated crap that serves no one. The body wash is not even avail anywhere

    • Ephi

      October 9, 2017 at 12:08 pm

      I am sure you can read and know the meaning of the word recently.

      *”Dove, the personal care brand owned by Unilever, has apologized for a deeply racist ad campaign it ran on Facebook RECENTLY.**

  65. Big Red

    October 8, 2017 at 10:52 pm

    I see nothing racist about this I Will continue to use dove I have sensitive skin

  66. Tara

    October 8, 2017 at 11:00 pm

    The apology is unacceptable and I will never buy your products!

  67. Elizabeth

    October 8, 2017 at 11:30 pm

    Wow… I originally thought that first ad was two ads combined to be made into a racist meme, as I have seen it on a few meme sites. I never would have imagined its an actual single ad! That is horrible.

  68. Pastor

    October 8, 2017 at 11:33 pm

    That only shows how dirty and filthy the white girl was…

  69. Pastor

    October 8, 2017 at 11:38 pm

    White people should be more irate about this, cause it only reveals that they could be really dirty behind the smile..

  70. AJ

    October 9, 2017 at 12:34 am

    I still don’t see how is this racist? I’m black,

  71. Anonymous

    October 9, 2017 at 12:58 am

    Can some Naijas stop displaying serious ignorance about the US? Did someone just write that “the democrats programmed their members to hate” when it’s the exact opposite. How can you sit down and write that? I’m very sure you don’t live in the states otherswise mr or ms osisco, you won’t say democrats are programmed to hate unless of course you are an OREOS black, a self loathing black person. I think some folks are so opinionated that they believe they must comment on every topic, including those they are totally uneducated about. Republicans are the ” owners” of kkk and this 45th president hasn’t only made things worse but has escalated tensions to unprecedented levels with his partial embrace of white supremacists. To comment on a naija blog when you probably don’t even know the black experience here and ascribe hate to democrats, the party of the oppressed and immigrants and most minorities is ignorant and concerning. Shut up if you don’t know the topic at hand, don’t misinform folks who genuinely read blogs to learn something??‍? Btw spending a couple of weeks or even a couple of years makes some Nigerians think they have a phd in African American studies or Black history!

    Racism has a power dynamic to it. The oppressed can dislike but because they have no institutional power, they cannot display racism because you need institutions to help propagate racism.

  72. Anonymous

    October 9, 2017 at 1:05 am

    The Nigerians hailing Trump will stop when he reduces the no of visas to black countries and they are told their visa is cancelled, drop box, anchor baby or not. Those hailing a Trump are ignorant of what this country represents and until he spreads the hate to the most populous country in sub Saharan Africa and cuts voids your visas you won’t really understand what the resistance is all about. Btw he never went to church most of his life, for those who erroneously think he is a Christian.

  73. Nicho

    October 9, 2017 at 2:12 am

    I wonder how many people commented on this article and never watched the ad

  74. Phil Engelman

    October 9, 2017 at 2:45 am

    To the people who wish to boycott: Unilever owns over 150 brands. The list includes many, many national products that we all use. Google them and see! The real problem is with the advertising industry. They study our behaviors and responses then create material to appeal to our tendencies and prejudices. The advertising works or the companies paying them would look elsewhere. Remember, white executives won’t see the ad campaign in the same way persons of color do. What they see as a “clever pun” is not viewed that way by others. This in no way excuses the ads. It only explains what is going on in the minds of others when we ask “what were they thinking?” The answer: They weren’t! There is no quick solution. This sort of thing has gone on for hundreds of years. My solution is to do what I can within the sphere of influence I have and in the things I say and do. And sometimes in what I choose to buy. If you buy your home products at Aldi, you aren’t likely to be buying from Unilever. (I think). And then, if you buy anything made in China, think about what your money is going to support there! Maybe I’ll start making my own things!

  75. Temi Tope

    October 9, 2017 at 4:22 am

    All this disrespect from the White community other races towards BLACK people is nothing else but the FAULTS of the BLACK MAN .. OUR PROBLEM IS THAT: WE ARE NOT UNITED. we have to build and do our own, and support ourselves no one else will. How about manufacturing our own label and selling it but oh ya.. even if that happens the BLACK MAN will still go and buy from the WHITE MAN .. because we don’t support our own sisters and brothers , we don’t support our own . All what is happening to BLACKS.. racism, hatred, poverty , disrespect from others it is BECAUSE WE ARE NOT UNITED… WE DON’T STAND FOR EACH OTHER.. WE SHOULD BE UNITED AND STRONG.. our culture, continent, is richer than all these other continents.. BUT WE ARE NOT ORGANIZED.. WE ARE NOT UNITED. we can develop our continent.. so well that we would not even need the WEST. Too much is TOO MUCH.. way too much… Anything and everything BAD must come from the BLACK MAN.. we should stand up and fight it. Thank you all

  76. Nicole

    October 9, 2017 at 4:36 am

    This is disgusting and the ignorant “Deborah” lady sounds like an absolute idiot. Of course she thinks Blacks are racist while she stereotypically labels Black women as prison inmates. Even more disgusting than the ad is people like her. Good thing I don’t use dove ir any products with skin whiteners in them. I love my dark skin and anyone who doesn’t can go shrivel up and die.

  77. Temi Tope

    October 9, 2017 at 4:44 am


  78. Righteousness

    October 9, 2017 at 5:08 am

    I think this was intentional marketing to closet racist and the alt-right. The ploy here was to offend people of color and benefit from support against the backlash. What’s really sad is that they pulled this stunt the second time since the first campaign was too subtle to accomplish its goal.

  79. JQ

    October 9, 2017 at 6:48 am

    I gasped when I saw it b/c it’s so distasteful and offensive. It seems there should be some diversity in the ad department that put this out; it’s way over the top. I don’t want to even think about what it is implying.

  80. Victoria

    October 9, 2017 at 8:04 am

    An ad should not have to be explained for the audience to understand the message trying to be conveyed. This is flat out racist and it’s troubling to see the non-affected people trying to explain away Dove’s stupidity. As a well known brand, used by people of all skin shades, they should have a little more sensitivity. I will no longer be fucking with them, since they don’t fuck with my skin tone ??‍♀️

  81. Christina Spruill

    October 9, 2017 at 11:06 am

    I didn’t receive this as them being racist it simply shows that the product can be used for all.

  82. artklub

    October 9, 2017 at 11:12 am

    Everybody knows Black Skin is soooooo soft!!!! This this is just bs propaganda and indoctrination. Go and Sit down DOVE. You are CANCELLED. Even if its a mistake fire the team because issa FAIL! Abi i should come and teach you about advertising over there?:)

  83. Barbie Barbados

    October 9, 2017 at 3:25 pm

    I tried to look for the positive. In the first ad, a beautiful Black girl uses dove and turns into an ugly White woman. Y’all don’t see that? – so they have lost part of their prospective market. The 2nd ad has 2 a background sheets, the 1st with cracks in it – the Before of your skin; the 2nd sheet which appears smooth after one uses Dove. I think the 3 different women posing in front of the board, says that the product works on all skin types. Calm down!

  84. Debie Cox

    October 9, 2017 at 4:39 pm

    This shows more of the ad. Black woman becomes white woman becomes brown woman. Lets not be like the other side and rush to judgement with out more of the story.

  85. Adanazi

    October 9, 2017 at 4:51 pm

    Now, what if the progression was reversed: white model with zits and scratches on the face becomes dark and fine skinned? For the bottom photo of the bunch, they need a wider variety of skin colors if they didn’t want to appear “racist” in their intent. What a joke that original ad was. But if the company didn’t plan on the ad as racist, then reverse the progression. Game on, Dove products.

    • Personage

      October 9, 2017 at 11:41 pm

      None of them zits or scratches though? all of them look like they have flawless skin.

  86. Tehilla

    October 9, 2017 at 11:12 pm

    Why are people saying that when a white person discriminates against a black person, it’s the black man’s fault. Oh get over the cowardice. Wrong is wrong and right is right, no matter who the company or guy. This is why people need redemption. Stand up for the truth. C’mon.

  87. Personage

    October 9, 2017 at 11:38 pm

    If you are going to criticize the add (which is warranted) then at post the whole thing where the white woman removes her shirt and changes race as well.

    Context is important! Both the context of the rest of the add (which arguably changes this from intentional racism to just being retarded) and the historical context which makes images like this a bid deal that people absolutely have the right to pissed off at.

  88. Tonya

    October 10, 2017 at 4:14 am

    Are you kidding. I’m a black woman and i love my skin color. Baby I’m sexy. What I find funny is the tanning commercial you trying to be my color. Marinate. On that

  89. Dee

    October 10, 2017 at 10:06 am

    I stopped using Dove and other products that didnt have the ingredients that nourish the melanin in my skin. I have been using skin care formulated for women of color for years and I am very happy with them. If anti-aging is the target, that is what is needed. I have never had anyone guess my age anywhere within 10 years. Do some research. Those products work well for all women of color and they are out there. Its just easier to pick up Dove or Olay or whatever because they are more visible and easier to purchase. If skin care is what you want, do the research!

  90. Dr. Janet Canterbury

    October 10, 2017 at 3:43 pm

    This is the most blatantly racist ad I have seen in 40 years. No more of your products will enter this household.

  91. Laura

    October 11, 2017 at 3:21 am

    If people bothered to actually watch the ad they would see the ad isn’t racist. It depicts women of 4 different colours wearing a shirt that is considered nude based on their skin tone. Social Justice Warriors love to make everyone out to be racist by twisting things around.

  92. Lea

    July 5, 2018 at 8:50 am

    Hello, I can’t reed all the comments but your article is very dangerous. The woman who made the montage is a fake one. The main idea was “our soap is for all the skin” and after the white girl, there is a mixed-race girl appears. Therefore, is it a pub racist again black and white doing the apology of mixed-race people????? Of course not… it is so dangerous to not verify, et share. Thank You.

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