News You May Not Know About

In the sh** companies do for cash files: Woolite compares a dark skin Black woman to fabric softener. (#fortheloveofdarks)

The caption says “How do your dark clothes make you feel? Woolite Darks keeps them vibrant for over 30 washes. #fortheloveofdarks” Yes Woolite did this. It’s not fake. It is real.

woolite big

Woolite you might want to take this down from Facebook. Last I checked, it isn’t a good thing to compare a dark skin human being to a commodity you are selling. Being a Black woman whose ancestors were enslaved it was never a good thing. NOPE. I can’t think of a good reason. I am trying really hard. It just never ever, ever ends up well.

This is what happens when companies do not have diversity or perhaps they are trolling for likes, clicks and shares at the expense of commoditizing Blackness. If they are, someone would have told them, considering our history; this was all kinds of wrong and with the $1.1 trillion Black buying power it can be economically painful.

If you think this is wrong or even agree with it contact Woolite on their


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  1. Brenda55 20 January, 2015 at 11:37 Reply

    I beg to differ here. All Woolite was doing was featuring a lovely, natural dark skinned woman (for a change) to advertise their product. I took no offence to this ad at all.

    Dark skinned women should not be othered and we should not be SO sensitive that we throw the baby out with the bath water. This is a dark skinned model who got the job (for a change) and is representing well.
    As a dark women I would like to see more ads like this one.

    • Rachelle 21 January, 2015 at 15:39 Reply

      I feel the same way – I actually LOVE this add. I think it’s well done, and well DUE!
      My daughter, who is a deep chocolate hue jumped for joy when she saw this…
      Everything is NOT an attack and we should accept our victories instead of chasing them away… Woolite will do away with this add and never attempt it again – watch…

  2. whit 20 January, 2015 at 17:54 Reply

    I have to agree with the people in the comment section. Maybe sometimes things don’t offend me because I’m not darker skin. I don’t know if that’s what is affecting my opinion. It just seems that the girl in the ad happens to be a darker skinned woman but I never thought they meant for the love of dark folks. I think they mean dark clothing but that’s just me.

  3. Kenyatta 21 January, 2015 at 08:49 Reply

    I medium complexioned, I don’t have her beautiful dark tone. Mad jealous! But I think they were going for a theme here, not a jab. And I think they did it beautifully. And if they were trying to go for a jab, it surely backfired, because the caption and the model completely stuns whoever would look at it.

  4. Lady A 22 January, 2015 at 03:03 Reply

    Aww she’s so beautiful and gorgeous with her fabulous fro. I hope they weren’t being racist, that would be so terrible for the beautiful woman int he AD.

  5. Eva 23 January, 2015 at 07:27 Reply

    I saw the TV commercial for this and she is just one of about six or seven people and the announcer says, something like, “Don’t you love the feeling of wearing dark clothes?” You see a black model and then you see other people, mostly white; one Asian.

  6. Linda 23 January, 2015 at 14:20 Reply

    Simply an ad, nothing more. Seeing it as an insult to dark-skinned women is simply a choice to see it that way, not the reality.

  7. PhoenixRN 27 January, 2015 at 16:39 Reply

    Woolite went with beautiful dark theme very well. I’m also glad that they showed all the shades of black beauty by using a darkskinned model

  8. darkandlovely 26 February, 2015 at 11:28 Reply

    I’m a dark-skinned woman and I don’t see the offense here. Seems like Woolite was playing on the dark theme {If you would like for your clothes to continue to be dark), use Woolite to keep them dark. That was my take. They used a beautiful dark-skinned model, which is rare these days.

  9. Lori Dierig 22 March, 2015 at 13:54 Reply

    Woolite is promoting detergent for dark clothes. I think that is all. This woman is gorgeous, by the way, but the ad is not about her.

    I was just trying to find out where to get the dress she is wearing…anyone know??

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