The ad is a three second animation that promotes Dove’s body wash by showing a black woman taking off a dark shirt and turning into a white woman in a light shirt. The white woman peels off her shirt to reveal another woman.
Dover later apologised saying
"An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused."
Once user reacted to the distasteful advert and commented: “So I’m scrolling through Facebook and this is the #dove ad that comes up … ok so what am I looking at.”
Another said: "The message conveyed to me was that the Black Woman is dirty and once you use Dove soap, you’ll be clean and White."
In 2011, Dove ran a marketing campaign where three women — one black, one brown, and one white — represented fake “before” and “after” scenes to promote their VisibleCare body wash.