Last week's reveal that the dismissal of beloved former CTV journalist Lisa LaFlamme from Bell Media was potentially related to her grey tresses has drawn a ton of criticism and debate.

Now, Dove Canada has strangely issued its two cents.

In an attempt to back LaFlamme, who over the pandemic decided to not colour her hair anymore, Dove Canada released a new campaign; half dragging Bell and half promoting their company.

I have some news... pic.twitter.com/lTe3Rs0kOA

— Lisa LaFlamme (@LisaLaFlamme_) August 15, 2022

Bell Media has vehemently denied LaFlamme was ousted because of her hair but an unnamed source said the grey strands did not sit well with Bell Media management.

In a video reeled shared to Twitter, Dove encouraged Canadians to turn their profile picture into a grey scale and use the hashtag #KeepTheGrey.

The company turned its signature gold dove logo into a silver hue, to further show support. 

Age is beautiful. Women should be able to do it on their own terms, without any consequences 👩🏼‍🦳👩🏾‍🦳Dove is donating $100,000 to Catalyst, a Canadian organization helping build inclusive workplaces for all women. Go grey with us, turn your profile picture greyscale and #KeepTheGrey pic.twitter.com/SW5X93r4Qj

— Dove Canada (@DoveCanada) August 21, 2022

"Age is beautiful. Women should be able to do it on their own terms, without any consequences. Dove is donating $100,000 to Catalyst, a Canadian organization helping building inclusive workplaces for all women," read the caption of the video.

The 15-second clips shows a picture of a woman in bright colours turned greyscale, with the words "women with grey hair are being edged out of the place" and "together we can support women aging beautifully on their own terms."

Let my hair go grey because Lisa was brave enough to do it on national TV, so I should be brave enough to do it too. I'm soooo glad I did!

— Be Safe Canada 🍁 (@BeSafeOntario20) August 22, 2022

It’s been viewed more than 500,000 times — but not everybody is convinced this is a good move on Dove.

Boring virtual signalling. Try instead to bring living wages to your employees, have a board that’s all female, 🛑 giving million $ bonuses, make ethical products - maybe then we’ll applaud you for your virtues.

— Herstory (@herstory_angel) August 22, 2022

One of the top comments on the video links to a list of board members from Unilever, which owns Dove. They are overwhelmingly white males.

Hmmmm. 🤔https://t.co/JVXQF2msY7

— Just_Dad (@CmnSnc) August 22, 2022

Unilever Canada also owns Axe, which is notorious for portraying women lusting over men and basically promoting the notion that Axe will help you get hot chicks. 

Others have pointed out that it seems Dove has piggy-backed onto the LaFlamme firing and are looking to rake in the dollars for their so-called support.

Thankyou for your acknowledgement and respect of all women maturing in the workplace. P-L-E-A-S-E don't spend the advertising dollars @BellMediaPR or via any Bell Media / CTV affiliate ... it would be hypocritical.#FireMichaelMelling

— Anne Donovan (@navanoda) August 22, 2022

Some social media users have said that to really show Dove's support and allyship, they would need to pull their adverting from Bell Media all togther. 

If this is true DOVE Canada should get behind Lisa LaFlamme and boycott CTV by pulling their advertising. Step up and put your money where your mouth is. Then I’ll buy your advertisement and products again. For now I am boycotting you.

— Mary-Sue Muldoon (@doonms1) August 22, 2022

But it seems the campaign has received an overhelming amount of positive and rave reviews, including from former Trudeau secretary Gerald Butts.

Good for @DoveCanada and Catalyst! https://t.co/CqKCc7ZicU

— Gerald Butts (@gmbutts) August 22, 2022

Tons of woman have responded to the post showing off their grey hair and thanking Dove for the action.

My hair is already naturally grey. Thus I already #KeepTheGrey (I admire organizations that respect all women.) Thank you & blessings. 🕊️ P.S. I love your soap.

— Wendy L. Macdonald (@wendylmacdonald) August 22, 2022

It's too early to say if this move will lead to more dollars for Dove, but it does seem to have struck a cord with many who are upset about ageism and sexism in the workplace.