Racist Dove ad? You decide!

Well, Dove just dropped this ad on Facebook.

Watch the original advertisement here.

In the ad, it shows a Black woman, and then two nonBlack women taking off their shirts.  Many seem to think it’s racist because of the order of the women. It implies the Black woman who is first shown, is somehow dirty, and after using Dove, you’ll be White like the other two women. In the comment section, people who aren’t Black and female don’t see it as racist. When asked by concerned followers in the comment section about the optics, Dove responded.





Dove is a major brand, and I doubt they were malicious. After all, Black women in the United States have $1.5 trillion in spending power. Because of global antiBlackness and a history of racist ads like this one from China, I can understand why people are upset. The optics are horrible. What do you think? Is the ad racist or just bad timing?

Dove issued a statement:

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  1. CTMT 7 October, 2017 at 07:48 Reply

    The third woman is darker than the second woman, so no. In fact the 3rd woman doesn’t even look white to me at all. If the 2nd and 3rd woman were switched, I would have gotten that weird racist vibe, but this feels more like an homage to the end of Michael Jackson’s “Black or White” video with all those people of different ethnicities morphing into each other.

  2. Catherine O 8 October, 2017 at 06:44 Reply

    ^^And how do you know that isn’t exactly how it was designed to be? So you can think that? See, it’s not racist because???? BS. In advertising, every SINGLE aspect is carefully selected, designed and chosen. They knew exactly what they were doing. Perhaps they thought that people won’t see through the racist BS. Keep giving them a pass!

  3. Jamie Brown 8 October, 2017 at 20:51 Reply

    I’m a white woman and see it as racist. I get having 3 women of different cultures but the way it was presented is way wrong. Dove just lost a customer. Plus I didn’t know until now that something similar had happened with them before.

  4. Chestna 8 October, 2017 at 21:01 Reply

    They probably did that just to stir the pot and get the highly predictable backlash to get more publicity or whatever. I wouldn’t be surprised if they were counting on the Twitter roastfest – like, actually factoring in BlackTwitter response as a favorable variable in their viral social media campaign – to make them a trending topic or “moment” or whatever. Now they’ll get a boost in sales from millions of anti-kneelers out of spite just to prove a point to social justice political correctors and whatnot. Ruthless, cold, but brilliant move by Unilever and all them. They’re getting more coins from somebody, no matter what.

  5. CTMT 8 October, 2017 at 21:03 Reply

    Dove has been doing overtly racist and colorist ads for years, especially in India. So this is actually an example of “less awful” for them. They’d already set the bar pretty low.

  6. Britt 9 October, 2017 at 09:02 Reply

    I was pissed until I saw the third woman who seems to be Latina. Its hard to pinpoint b/c I was not on the marketing team when they put it together. I understand both sides but I think perception belongs to each individual. In my opinion, we can’t let something like this bother us… Worrying gets us nowhere. I’m sorry if I sound so “Let it Go”, but this is just what it is. Not the first or the last. Corporate America has not changed at all; racism and sexism still exist very heavily.

  7. Minerve 19 October, 2017 at 17:22 Reply

    Great article! Dove has had a few advertisements that they have been called out for in the past. I highlighted them on my own website. Honestly I don’t know who they’re marketing team is, but they definitely need a new one!

  8. Mr. SoBo 13 November, 2017 at 18:07 Reply

    Nothing racist at all about the ad. The outrage and controversy was forced and due largely to a still image being taken out of context. The internets has a strong tendency to run with narratives that are given, instead of doing due diligence prior to jumping on the bandwagon. Fake news really. Fanning the flames of something grossly taken out of context. It was ridiculous and anyone genuinely looking objectively at the ad will struggle to find anything inherently racist within it. At this stage in the game, that may be hard to do so since most folks didn’t see the ad in its entirety until after they formulated their opinions based on what originally went viral.
    In 2017 everything is deemed offensive. Damned if you do, damned if you don’t.
    Shea moisture got dragged for featuring a white woman in one of their campaigns as rumors went viral about their business intentions.
    I think as consumers, we need to learn to be more objective and not so quick to bite the bait of controversy.

    Mr. SoBo

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