Dove Real Beauty

Ad Campaign

Problem Summary Statement:

On October 7, 2017, Dove released a 3-second video that quickly went viral, with many viewers calling it racially insensitive. The ad showed an African American woman in a brown shirt who, upon removing her shirt, transformed into a white woman in a lighter shirt, only to change again into a brown-skinned woman in a light brown shirt. The video was immediately criticized for perpetuating harmful racial stereotypes, with many viewers perceiving the ad as implying that lighter skin is more desirable or cleaner. This led to accusations of racism, prompting Dove to take it down the same day and issue an apology on Twitter. The company acknowledged that the ad “missed the mark in representing women of color thoughtfully” and expressed regret for any offense caused. However, many consumers felt that the apology was insufficient, believing it failed to address the deeper issues related to the representation of race and diversity. Critics argued that Dove had missed an opportunity to address the problem directly and have a meaningful conversation about race in advertising, as the apology seemed more like an attempt to erase the mistake rather than confront it. This incident highlights the challenges that brands face when attempting to address social issues in their marketing campaigns, and it emphasizes the importance of thoughtful, inclusive representation in advertising. It also raises questions about whether Dove’s past actions align with their stated commitment to diversity, equality, and empowerment, and how brands should engage in more careful, responsible advertising in the future.