Earlier this Spring the Unilever brand Dove teamed with Shonda Rimes to create a documentary about beauty diversity. This wasn't a new marketing strategy because they long ago branded themselves as an inclusive women's brand. Their website even boasts about inclusivity.
Dove believes that beauty is not one dimensional; it is not defined by your age, the shape or size of your body, the colour of your skin or your hair – it’s feeling like the best version of yourself. Authentic. Unique. Real. We invite all women to realise their personal potential for beauty by engaging them with products that deliver superior care.
Over the weekend an ad that is easily interpreted as offensive made it's way to Dove's Facebook page and all hell broke loose.
#PressPlay : Earlier today there was outrage about the #DoveAd that was posted on their page. We first reported on it when #Dove issued an apology for being racially insensitive. By that time, the #Ad had been deleted and was hard to find, leaving many to speculate based on an image that was circulating. The roommates wanted more info and wanted to see the actual video. The ad has now resurfaced. After seeing the video, what are your thoughts roomies?
The question I immediately asked, after I picked my jaw up off the floor, was how did this get approved!? Is there a lack of representation of WOC in their marketing department or are we completely MIA? Surely no woman of color saw this and said yes this is a great ad, you hit the inclusive mark dead on the head. When asked how this ad got approved Unilever simply stated they were:
"re-evaluating our internal processes for creating and approving content."
Did the model know? I'm just wondering if she knew she'd turn into a whole other ethnicity when her shirt came off or if she only got her half of the script. If she knew why didn't she say anything? Did she not realize it was problematic?
This isn't their first offense. This just happens to be the offense that took place during a pretty intense racial climate.
Now the question is after they offered an apology will you replace your beauty bar or forgive and keep lathering up "inclusively".