Burt’s Bees Apologizes For Holiday Ad Featuring Black Family Without A Father

Burt’s Bees has apologized for a holiday ad that many are calling careless and offensive.

Burt’s Bees ad causes outrage

The Amazon ad features families in holiday traditional matching pajamas. But if you haven’t seen the ad, you might be wondering what the uproar was all about.

The outrage stems from the company slovenly representing a stereotype. The Black family was photographed without a father, compared to their counterparts pictured.

Apology

The brand tweeted an apology Thursday after receiving a great deal of backlash.

Burt’s Bees Twitter Screenshot

“We are so deeply sorry. We have learned a lot this year about impact and intent. Our intent was never to promote an awful stereotype about black families or to inflict hurt upon anyone. We understand that even so, there is an impact and this image causes harm,” the company said.

Burt’s Bees said real families were photographed and claims that the photoshoot conflicted with the Black dad’s work schedule.

“We promise that this one post is not indicative of our core values, and we hope that you’ll see that by diving deeper into our website and our social channels,” the statement continued.