Dove soaps made a clumsy apology for an unbelievably stupid ad that the company ran which depicted a Black woman tearing off her brown shirt and suddenly becoming a Caucasian woman–presumably, judging by the ad, suddenly “whiter” and “cleaner” after using the soap.
The company said on social media that it “missed the mark” with the ad. But exactly what mark were they trying to hit?
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
Many social media users have promised to boycott the brand, which is owned by Unilever.