The brand posted an image of its new bandage colors fanned out from light to dark to Instagram on Thursday, accompanied by a verbose and somewhat stilted paean to diversity (“we are committed to launching a range of bandages in light, medium and deep shades of Brown and Black skin tones…”) and a promise to make a donation to Black Lives Matter.

Tellingly, the size of the donation wasn’t mentioned, nor were any further steps outlined beyond another promise that “this is just the first among many steps together in the fight against systemic racism.”

Band-Aid is the latest of dozens (if not hundreds) of brands to voice token support for the Black Lives Matter movement as protests triggered by the police killing of George Floyd on Memorial Day approach the end of their third week. From the music industry’s “Blackout Tuesday” to Instagram users replacing their profiles with black squares, the demonstrations have unleashed a veritable orgy of virtue signaling among brands and “influencers” eager to present themselves as something other than part of an oppressive power structure.