An age-old racist expression in soap advertising, the three-second GIF of a black woman transitioning into a white women perpetuates the trite (and dangerous) notion that black people are “dirty” and should be “cleansed.” A third woman, light-skinned and Middle Eastern, is depicted in the end before the GIF re-loops.
On Saturday (Oct. 7), Dove issued a copout apology claiming, “Dove is committed to representing the beauty of diversity. In an image we posted this week, we missed the mark in thoughtfully representing women of color and we deeply regret the offense that it has caused.”
“What was the mark?” Facebook user Ariel Macklin wrote in a Facebook comment. “I mean anyone with eyes can see how offensive this is. Not one person on your staff objected to this? Wow. Will not be buying your products anymore.”
While it’s not the first time Dove “missed the mark” promoting colorism, the beauty company’s tone deafness not only points to antiblack rhetoric, it also sends a message that black women are not beautiful.
Internet beauty maven Naomi Blake attempted to deconstruct Dove’s message and bring to awareness where they went wrong and what message they are sending to impressionable young girls of color.
To read the entire article, go to: Dove Apologies for Latest Soap Ad|Vibe.com