The ad has since been taken down, but not before people posted the images on social media. "We deeply regret the offense it caused". "We deeply regret the offense it caused". "The feedback that has been shared is important to us and we'll use it to guide us in the future", the statement read.
Dove, the Unilever personal care brand, ran a campaign recently on Facebook.
The now-deleted advertisement is not the first time Dove has come under fire for being perceived as racially insensitive.
Makeup artist Naomi Leann Blake shared the ad on Facebook which soon went viral.
A few users brought up instances when the brand had other questionable marketing ploys that seemed to paint blackness as undesired. What were you going for, exactly? "Your creative director should be fired", another said.
In one photo, a black woman seemingly transformed into a light-skinned woman.
"The third woman is definitely not white but this was a bad deliverance of the message that all can use the soap", posted another.
On Sunday, The Guardian published another statement from Dove regarding the controversy over its latest ad.
Dove's 13-year-old "Real Beauty" campaign aims to celebrate the beauty of all kinds of women. An opportunity to sell product to women of colour.