Dove’s 2017 Facebook Ad that Made People #DoneWithDove

One of Dove’s most recent facebook posts manifested as a three second advertisement and managed to result in the disapproval of thousands of loyal consumers. The ad depicted a black woman removing her shirt to reveal a white woman, who then removed her shirt to reveal an asian woman, with the dove body wash featured in the lower right-hand corner. The visual of the first woman of color taking off her shirt to reveal the white woman was screenshotted and has since gone viral on all social media platforms accompanied with the trending hashtag #DoneWithDove.

Consumers interpreted the ad as if Dove’s body wash washed away the black woman’s skin to uncover a white woman underneath. Although it was not Dove’s intention to release an ad that promotes racism, it is incomprehensible that such an oversight occured, allowing for the release of such offensive content.

Dove has always been a brand that people associated with inclusion and self acceptance. They have executed countless effective campaigns that have promoted beauty in all forms. A campaign released in recent years called, “You’re More Beautiful than you Think” was overwhelmingly successful, highlighting the severity in which women undermine their beauty. The women who participated in the experiment identified with all different ages, sizes, and color. It is evident that Dove’s most recent facebook post was a mistake, and racism is not a concept they deliberately identify with. Nevertheless, many former customers pledged to boycott Dove’s products, resulting in a PR crisis. However, the manner and urgency in which Dove responded did little to change the disappointed temper of their audience.

Dove issued an apology on Facebook, “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. The feedback that has been shared is important to us and we’ll use it to guide us in the future.” If you’re reading this, blinking at the screen, and wondering where the sincere apology is, so are we. This response is simply weak.

If Dove really did feel any remorse, it would have been beneficial to their brand to describe to their consumers exactly where in their ads they went wrong so as to prove that they have learned from their mistake. Furthermore, an offended consumer would have appreciated an explanation regarding what the intention of the graphic was. In other words, a clarification that the offense was not deliberate is not only appropriate, but imperative to the image of Dove’s brand.

Dove’s facebook apology was ultimately rejected by their audience, and since then a more recent facebook apology has taken its place. This one sufficiently reinforces the morals and values that Dove strives to uphold, and denounces the persona that their racist ad suggests they embody. It is in Dove’s best interest to learn from their recent PR mishap as they move forward.