Dove forced to pull ad but Twitter ire palpable

Arts and culture minister slams ‘racist campaign’

Following an international media storm, Dove has apologised for posting an advertisement on social media showing a black woman turning into a Caucasian after using the personal care brand’s product.

“An image we recently posted on Facebook missed the mark in representing women of colour thoughtfully. We deeply regret the offence it caused.

“This did not represent the diversity of real beauty which is something Dove is passionate about and is core to our beliefs, and it should not have happened.

“We have removed the post and have not published any other related content. We apologise deeply and sincerely for the offence that it has caused,” said the company.

However, the apology did not do enough to calm down the anger on Twitter.

Arts and Culture Minister Nathi Mthethwa posted: “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.

“While we note this apology by @Dove it does not outline the action which will be taken to address this racist conduct at a structural level.”

Media personality Bonnie Mbuli said: “Your ad didn’t miss the mark, say it with me now ... it is RACIST!!@Dove.”

Another media personality Ursula Chikane tweeted: “Thanks but no thanks. We’re more than good as we are. You have a filthy mind set and make trash judgements. Clean up your act.”

Senzelwe Mzila wrote: “White supremacy alive and well in boardrooms. Don’t apologise @Dove we are the foolish ones thinking that black people mattered to you.”

Esme Arendse said: “I am genuinely interested to find out how this happened though. Given Dove’s success in the past.”