The perpetually outraged One Million Moms (OMM) claims that personal care brand Dove is “pushing a sinful lifestyle” by featuring a trans woman in a six-second ad for its hair repair products.

The ad sparked conservative backlash on social media under the hashtag #boycottdove, including a hate post from anti-LGBTQ+ troll Libs of TikTok.

In its post, OMM encouraged people to sign a petition declaring they will not support Dove “as long as they honor and glamorize the trans lifestyle and gender dysphoria.”

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The group claimed the hair care brand “has not learned their lesson” since it also included a trans mom in a 2017 commercial.

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Repeatedly misgendering the model, OMM wrote that the new ad spot is “glamorizing the transgender lifestyle choice.” The post also said viewers are “outraged” because the model is flipping her long hair.

“In truth, Dove is pushing an agenda of sexual confusion instead of just selling hair care products,” OMM said, calling the model “perverted” and an “abomination.”

“Yes, we are instructed to love one another,” the post concluded, “but we also must hold others accountable and speak out against sin.”

The group even has a petition on their website to denounce the ad. They claim that over 13,000 people have signed it so far.

“I find Dove extremely irresponsible in financially supporting and pushing an unhealthy lifestyle of gender dysphoria,” the petition states. “Dove is offending so many consumers to appease a small percentage of trans customers. To satisfy a few customers, Dove is pushing most of its conservative customers to shop with competitors. Therefore, I will not purchase any Dove products until your company chooses to remain neutral in the culture war.”

Trans advocate Leigh Turner called it “demoralizing” to see “yet another boycott campaign build on the idea that people like us shouldn’t even appear in a 6-second ad.”

Turner told Trans Vitae, that Dove is “not perfect, but they keep coming back with genuine representation instead of retreating.”

OMM is an offshoot of the anti-LGBTQ+ American Family Association. In the past, its outrage has been directed at Parents magazine for featuring a same-sex couple, an anti-smoking ad that mentioned erectile dysfunction, Highlights magazine for acknowledging gay people, Scholastic books for featuring LGBTQ+-inclusive children’s books, the Roseanne reboot for featuring a non-binary child, a Disney cartoon series for its brief scene of two men kissing, a Zales jewelry commercial for featuring a lesbian couple, the fairy tale drama series Once Upon a Time for showing a lesbian kiss, a 30-second TV ad for featuring an affectionate male same-sex couple, the Macy’s Thanksgiving Day Parade for featuring trans and nonbinary performers, an ad showing a lesbian couple playing with their laundry, and humorous insurance ad showing a male same-sex couple.

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