The “racist” advert was posted on social media last week but was immediately criticised for undermining black and brown-skinned women.
In the advert, a black woman is shown changing her brown T-shirt, emerging as a white woman, after using Dove lotion.
People slammed the add as racially insensitive, with even Minister of Arts and Culture, Nathi Mthetwa, joining the chorus yesterday.
He tweeted: “We strongly condemn this racist campaign by @Dove & note with concern that this is not the first time they’ve been called out for racism.”
Eusebius McKaiser tweeted: “Dove: with one quarter moisturising cream... can’t cleanse racism.”
OOPS: A clip of the Dove advert. Picture: Twitter
Dove, manufactured by Unilever, has subsequently pulled the advert, and yesterday issued an apology on social media.
“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 colour and we deeply regret the offence it caused. The feedback that has been shared is important to us and we’ll use it to guide us in the future.” [sic]
However, Twitter users said it was too late and vowed to boycott the brand.
@ClemsonCutie wrote: “@Dove that apology is weak. People always want to apologise after doing dumb things before they THINK. No more Dove products for me. [sic]”
@Britt_LF tweeted: “@Dove is acting like this was an error when a whole team must’ve approved it, hired the models, edited the photos and sent it to press. [sic]”