The 3-second video clip, posted on Dove's U.S. Facebook page on Friday, reminded some social media users of racist soap adverts from the 19th century or early 20th century that showed black people scrubbing their skin to become white.
The ad was a GIF featuring three women removing their t-shirt to reveal the next, but the part with the black woman turning white triggered outrage. The ad featured three women, each one taking off her shirt to reveal another woman.
The ad has since been deleted, but was shared by makeup artist Naomi Blake (who goes by NayTheMua).
This undated combo of images made from video shows a Dove body wash ad. Dove is facing heat for the ad and said Saturday, Oct. 7, 2017, that it regrets the offense caused by the ad.
"We deeply regret the offense it caused [sic]".
Chris Broussard agreed: "I'll never use Dove soap again".
Global skincare brand Dove has been bashed for its recent Facebook advertisement in promoting its product, Dove Body Wash.
As American author and commentator Keith Boykin wrote "One racist ad makes you suspect".
While it's not the first time Dove "missed the mark" promoting colorism, the beauty company's tone deafness not only points to antiblack rhetoric, it also sends a message that black women are not lovely.
Meanwhile, this is not the first time that Dove has courted such controversy.
The visual was intended to convey that it is for every woman and was meant to be a celebration of diversity. We do not condone any activity or imagery that insults any audience. "#Dove my dark skin is not a disease that needs to be cured by your products".
Dove has apologised after the brand was accused of racism over an online advertising campaign.