Beauty supply giant Dove has apologized and said it "missed the mark in representing women of color thoughtfully", after it released a Facebook advertisement many social media users deemed racially insensitive.
The first two pictured a black woman in the process of removing a brown shirt from her body.
The ad has since been taken down, but not before people posted the images on social media.
Makeup artist, Naomi Blake (Naythemua), reposted the image, which has since gone viral.
Don't apologise @Dove we are the foolish ones thinking that black people mattered to you. "We deeply regret the offense it caused".
The Dove debacle comes months after German skincare company Nivea came under fire for its "White is Purity" deodorant ad. "We deeply regret the offense it caused", added the company.
Another image shows the white woman undressing to reveal an Asian woman. What were you going for, exactly?
Mary Braden, of Baltimore, Maryland, wrote, "That's not missing the mark, that's ensuring that I will never buy another Dove product and I will encourage every one I know to join me". "Your creative director should be fired", another said. And a 2011 Dove ad was also criticized as racist by some viewers.
Dove's 13-year-old "Real Beauty" campaign aims to celebrate the beauty of all kinds of women.
And many had issues with the lackluster apology Dove offered to its customers and followers. An opportunity to sell product to women of colour.