03/11/2015 11:00 EDT

Dove Under Fire (Again!) For Selling Self-Tanner For 'Normal To Dark Skin'


Seriously, Dove?

The beauty brand is under fire (again!) for selling its "Summer Glow" self-tanner for "normal to dark" skin, implying that light skin tones are "normal" and dark skin tones aren't. The bottle was spotted by an angry consumer, who shared her outrage on Twitter.

Coming from a beauty brand whose marketing campaign is based on "real beauty," this label is unfortunate and offensive, and contradicts the beauty brand's "mission to help the next generation of women develop a positive relationship with the way they look."

Dove previously caused outrage over the questionable label back in August, when a woman posted a photo of the lotion on Twitter, resulting in more than 24,000 retweets and 21,000 favourites. The lotion was first spotted in 2012, and despite the outrage (and an apology from Dove), it seems to still be in circulation.

According to Fashionista, the company issued another apology Tuesday, stating that it was the result of either a label mishap or old bottle distribution.

Their official statement reads:

"We take this issue very seriously and are sorry for any offence caused. These bottles were discontinued in 2012. Many of our lotions focus on moisture as the key benefit and in some cases we label them 'normal to dry skin'. This product should have been marked as 'fair to medium skin' or 'medium to dark skin'.

In this instance, the separate phrases were accidentally combined. As soon as we discovered this error two years ago, we immediately corrected the mistake and updated all bottles accordingly. Unfortunately old bottles occasionally appear at retailers. Dove is committed to celebrating beauty of all ages, ethnicities, shapes and sizes. Please be assured we will continue to replace all mislabeled bottles."

Seems like it's taking quite some time to replace said bottles...

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Photo gallery Dove "Real Beauty Sketches" Campaign See Gallery