Dove advert featuring trans woman using intensive repair conditioner sends bigots spiralling
Dove is the latest brand to face right-wing backlash after featuring a trans model in a six-second advert. (X/Dove)
Dove is the latest brand to face right-wing backlash after featuring a trans model in a six-second advert. (X/Dove)
Right-wingers are up in arms over a hair-care advert that featured a trans woman.
One Million Moms, a division of the American Family Association that claims to “fight against indecency,” has accused personal-care brand Dove of “pushing a sinful lifestyle on to viewers and glamorising the transgender lifestyle choice”.
The six-second advert, which featured the tagline “The Dove you love. Reimagined,” showed the trans model playing with her hair to highlight the before and after effect of using Dove’s “intensive repair” products.
A spokesperson for One Million Moms urged “Dove to cancel woke commercials immediately”, misgendered the model, and criticised the company for portraying “perverted behaviour”. They described the inclusion of trans women in adverts as “extremely dangerous,” and launched a petition to boycott the brand.
Right-wing social media account Libs of TikTok also piled in, writing on X/Twitter: “This is a real commercial by Dove. Another woke company trying to erase women.”
Comments under the post, which has been viewed more than 720,000 times, include one person saying: “Time to boycott Dove. They clearly hate women.”
Another wrote: “Wow, now I have to get rid of my lovely Dove soap for non-woke product. Any recommendations?”
Oh wow. @Dove I've been a loyal customer for decades. I'll never buy any of your products again because you've decided to choose hostility toward women. Pathetic.
— Kathleen Black (@Kathlee83905156) May 12, 2025
Dove also used a trans model for a Mother’s Day commercial in 2017, and in the UK, in 2021, then Conservative MP Jackie Doyle-Price vowed to never buy the brand again after the company voiced support for trans Olympic trailblazer Laurel Hubbard.
Other brands have also face right-wing wrath in the US. Influencer Dylan Mulvaney faced a wave of abuse after she collaborated with Bud Light and the beer brand faced threats of a boycott, with some people seen smashing bottles on supermarket shelves. Musician Kid Rock even made a video of himself shooting cans.
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