Burt’s Bees is apologizing for an ad that showcased multiple families. Critics say the ad was offensive because it included a photograph of a Black family that included a mother and her children without their father, thus perpetuating the stereotype of the missing Black dad.
The company took to social media to offer an apology of sorts.
“On behalf of Burt’s Bees Baby, in response to an image of a family shown on our website, we are deeply sorry for the hurt this image has caused. We recognize the importance of portraying families in a way that doesn’t promote harmful stereotypes. Our choice to use this photo when part of the family was not available for a rescheduled photoshoot was wrong, and we have removed the image from our website.
“These four images were not part of an ad and not collectively compiled by our Company, but pasted together by a Twitter user using different images of actual families we have on our website, which includes other representations of real Black families.
“Even so, we have learned a lot about impact and intent, and we own the responsibility of the impact of having the image on our website. We understand that representation matters, and that representation has impact.
“Please know that Burt’s Bees Baby is actively and continually working on our own inclusion and diversity journey as an organization. Our mission has always been to do good, to be kind, to care for all families, our planet and each other. We aim for inclusivity and hope to reflect that throughout every aspect of our company. We will do better.”
The image was taken down by the company but not before Baller Alert captured the image and posted it on its Instagram account.