Dove apologises for ‘racist’ adverts

  • By Mehmet Islam

 Dove apologises for ‘racist’ adverts

Advertise here from only ORM 100 [$275 USD]

Beauty brand Dove has been forced to apologise after releasing a series of “racist” images that appeared to show a black woman turning white after using their soaps.


One of the campaigns sees a black woman peeling off her T-shirt to reveal a white woman underneath her skin.

Al-Sahawat Times | Ethical Global News from Oman and UAE | Donate HERE

Comments quickly flooded in online as well as via official complaints.


“What does America tell black people…that we are judged by the colour of our skin and that includes what is considered beautiful in this country. To know that colorism is a problem in the world, that includes bleaching the skin, and they would put this ad out without a thought…the tone deafness in these companies makes no sense.”


Customer Dooga Royall said: “What is Dove even trying to convey besides blatant racism?”


Another, Sha Nii, promised to boycott the brand: “I mean that’s what I use today but no more Dove for me racism will never end.”


The brand said in a statement at the time: “All women are intended to demonstrate the “after” product benefit. We do not condone any activity or imagery that intentionally insults any audience.”


In another advert a before and after sign is him on the wall along with samples of enlarged images of dry and moisturised skin.


Howver the before dry cracked skin had a black womb standing in front and the after moisturised skin had a white woman standing in front. Standing between the before and after was a lady of tanned complexion.


Whilst st most could see that the before and after did not refer to skin whitening, the association that runs through out Dove’s adverts that black skin becomes white after using their products has been labels as racist and inappropriate.


All if the adverts have now been removed.


This story is available on:


Talk to a journalist:



Twitter: @alsahawat_times

About the Author

Al-Sahawat Times
Al-Sahawat Times Official Admin Account