The Advertising Standards Authority (ASA) ruled the advert must not appear again.
The ad, seen in June, included a voiceover that said: “To those who might scratch day and night. To those whose skin will feel dried out even by water,” alongside scenes of a black woman with red scratch marks and another covered with a cracked clay-like material.
It ended with on-screen text and the voiceover stating: “Relief could be as simple as a shower.”
On that basis, it believed the ad did not perpetuate negative racial stereotypes and was not likely to cause serious or widespread offence.
The agency said one model with darker skin was depicted in a “stylised and unrealistic way” to demonstrate dryness, but her skin tone was otherwise not a focal point.
The ASA said the use of different skin colours was a means of portraying a “before and after” of the product’s use, which created a juxtaposition of black skin shown as itchy, dry and cracked in the “before” scenes, and white skin shown as smoother skin in the “after” scenes.
“We considered that could be interpreted as suggesting that white skin was superior to black skin.”
“We concluded that the ad included a racial stereotype and was therefore likely to cause serious offence.”
Additional reporting by the Press Association
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