Controversial Dove ad raises questions about its commitment to diversity; company apologizes
Author: Tanya Dua, Business Insider, Published on: 16 October 2017
"Dove's 'racist' ad might have cost the brand an advantage it spent 13 years building", 9 Oct 2017
Dove is the latest marketer to find itself in hot water after it ran what many saw as a racist ad on Facebook...The beauty brand posted a... video on its US Facebook page...showing a black woman removing her top to reveal a smiling white woman underneath...The brand apologized and said in a tweet that it had removed the clip.
While Unilever, which owns the Dove brand, is hardly the first to find itself embroiled in a public-relations crisis this year, experts say it's likely to take a bigger hit than others...That's because the Dove ad isn't just tone-deaf—more problematic is that its message seems to stand staunchly against everything that the company's much praised, pro-women marketing has stood for over the past decade...
Dove told Business Insider the short video was intended to convey that Dove body wash was for every woman, as well as celebrate diversity, "but we got it wrong." The brand also said the video "did not represent the diversity of real beauty, which is something Dove is passionate about and is core to our beliefs," and that it was "re-evaluating our internal processes for creating and approving content to prevent us making this type of mistake in future"...
Related companies: Unilever