Copyranter, a site devoted to analyzing media and marketing, is taking a harsh stand against Doveís VisibleCare Body wash, stating that the ad is racist. The ad, which depicts 3 women-one black, one latina, and one white-standing left to right against a backdrop of the effects of the body wash from left to right gives the impression that white skin is more desirable. "Dove body wash turns black women into Latino women into white women. At least, that's what one could possibly infer by the left-to-right before and after progression in this ad for Dove VisibleCare," commented Copyranter.
Doveís PR group made the statement that "The ad is intended to illustrate the benefits of using Dove VisibleCare Body Wash, by making skin visibly more beautiful in just one week. All three women are intended to demonstrate the "after" product benefit. We do not condone any activity or imagery that intentionally insults any audience." Dove has been known to cater to women of all shapes and sizes, and their main campaign "celebrating beauty's diversity" has often depicted plus size models and women of all ethnic backgrounds.