International soap brand Dove has apologised for a Facebook ad that depicted a black woman becoming white after using Dove soap.
The Facebook advertising campaign used a series of photos, showing a black woman removing her brown t-shirt to reveal a white woman in a beige t-shirt underneath.
A third image showed the white woman undressing to reveal an Asian woman.
"An image we recently posted on Facebook missed the mark in representing women of colour thoughtfully," Dove tweeted.
"We deeply regret the offence it caused."
The Facebook video has now been removed.
Dove added later in a statement: "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.
"We have removed the post and have not published any other related content. We apologise deeply and sincerely for the offence that it has caused."