Dove apologizes for soap ad that appears to turn black woman white

PRINCETON, NJ — Dove admits it “missed the mark” representing black women in a soap ad that many are calling “racist.”

The problem centers around a 3-second GIF hawking Dove body wash that was posted Friday to the brand’s Facebook page. It was taken down Saturday… but not before a Facebook user saved images from the GIF and posted them online.

The pictures alone appear to show a black woman pulling off her shirt and morphing into a white woman. As you can imagine, it quickly went viral.

The deleted GIF is now once again popping up on social media. It shows a looping image of a black woman removing a brown shirt to reveal a white woman. She then removes her beige shirt to reveal a third woman.

Dove released the following apology, “An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused.”

This actually isn’t the first time Dove’s “missed the mark.” Back in 2011, the company released an ad that many said depicts black women as “dirty.”