Soap giant Dove accused of racism over body wash advert

Updated: May 25, 2011, 18:16 PM IST

London: Soap giant Dove has been accused of racism after an advert for one of its products appeared to suggest it can change a user’s skin colour.

The promotion, for Dove VisibleCare Crème Body Wash, features a “before” and “after” skin chart behind a black woman, possibly a Latina and a blonde - all wrapped in towels - standing beside each other.

The caption read: “Visibly more beautiful skin from the most unexpected of places - your shower.”

Critics accused Dove of implied, and albeit unintentional, racism, but the firm confirmed that the advert is genuine.

“The ad is intended to illustrate the benefits of using Dove VisibleCare Body Wash, by making skin visibly more beautiful in just one week,” the Daily Mail quoted it as saying.

“All three women are intended to demonstrate the ‘after’ product benefit. We do not condone any activity or imagery that intentionally insults any audience,” it added.

ANI