The Regulatory Body Supports Grievances Against the Producer
The advertising agency has confirmed its support for grievances lodged against the manufacturer.
Controversial Shower Gel Advertisement Prohibited
A promotional video for shower gel has been banned after it was interpreted to suggest that “white skin is superior to black skin”. The advertisement showcased two individuals with darker skin, one exhibiting itchy skin and the other displaying dry skin, which was followed by a portrayal of a white woman with flawless skin.
Regulatory Authority Upholds Complaints Related to the Advertisement
The Advertising Standards Authority (ASA) has upheld two complaints regarding the advertisement, which the company claimed was an expression of its dedication to diversity.
In a statement, the advertisement narrated: “For those who scratch incessantly, day and night. For those whose skin feels parched even by water.” It included visuals of a black woman with red scratch marks and another individual with a clay-like cracked appearance. Meanwhile, a white woman was shown enjoying a shower with the product, followed by a voiceover recommending, “Try the new Sanex skin therapy with its patented amino acid complex for 24-hour hydration.” The advertisement concluded with the message, “Relief could be as simple as a shower.”
Colgate-Palmolive, owning the Sanex brand, argued that the depiction of diverse models, whether experiencing discomfort or relief post-product use, was meant to illustrate a “before and after” scenario, asserting the product’s effectiveness across all skin types without intending any racial comparison.
Clearcast, responsible for approving or rejecting television advertisements, concurred that the advertisement did not perpetuate negative racial stereotypes, instead emphasizing the product’s inclusiveness. They noted that one model with darker skin was depicted in a “stylised and unrealistic way” to showcase skin dryness, but her skin tone was not emphasized.
Despite these explanations, the ASA pointed out that the use of different skin colors to depict a “before and after” scenario unintentionally created a juxtaposition where black skin was shown as problematic (itchy, dry, and cracked) in the “before” scenes, while white skin appeared flawless in the “after” scenes.
An ASA spokesperson commented, “Although the intended message might not be apparent and could go unnoticed by some viewers, it is likely to reinforce the offensive and negative racial stereotype that black skin is problematic and white skin is superior.”
In response, a spokesperson from Sanex told BBC News, “We acknowledge the ASA Council’s decision. Our advert aimed to highlight how our Skin Therapy range supports healthy skin across various skin types. At Sanex, our mission is to promote skin health for everyone, as reflected across our brand communications.”
The controversy surrounding this advertisement underscores the delicate balance companies must maintain while promoting diversity and inclusivity in their marketing strategies without inadvertently reinforcing harmful stereotypes.
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Naomi is a clean beauty expert passionate about science-driven skincare and natural remedies. She demystifies ingredients and shares routines that empower readers to glow — naturally.