Dove apologises for 'racist' Facebook advertising campaign

IN TWEETS: Dove slammed for racist ad

IN TWEETS: Dove slammed for racist ad

Dove has since released two statements apologizing for the offensive ad.

Cosmetic company Dove has come under fire for an advert, which shows a black woman taking off her t-shirt to reveal a white woman underneath her skin.

A screenshot of the now-deleted advertisement was shared by American makeup artist Naomi Leann Blake.

On Saturday, Dove, which is owned by Dutch-British transnational consumer goods company Unilever, issued an apology on its Twitter page for the advertisement.

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And to put a comedic spin on it all, a man filmed himself copying the popular trend of throwing things down the toilet and emptied a Dove bottle down the drain.

"Those who don't learn from history are doomed to repeat it", wrote Facebook user Megan Blair.

Dove apologized for the ad, saying the ad meant to thoughtfully represent women of color, and admitted they "missed the mark".

"This did not represent the diversity of real beauty which is something Dove is passionate about and is core to our beliefs, and it should not have happened".

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"What exactly were yall going for?"

"This is gross. You think people of color can just wash away their melanin and become white? Your creative director should be fired", one Angela Reinders wrote on Facebook.

In one photo, a black woman seemingly transformed into a light-skinned woman. In 2011, an ad sparked controversy after it showed three women with different skin tones in front of a wall marked "before and "after". An opportunity to sell product to women of colour. "We are committed to representing beauty of all ages, ethnicities, shapes and sizes and to listen to all women's needs to create great products".

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