Unilever owned Dove have removed and apologised for a Facebook video ad that portrayed a black woman turning into a white woman after the use of the product.
Several users on Twitter and Facebook responded to the advert by accusing the beauty company of a outright racism and insensitivity and demanding an immediate pull down of the advert.
The advert showed a black woman in a brown shirt take off her shirt to be revealed as a white woman in a white shirt after using the product.
This is not the first time the company has been caught in a racial storm over one of its adverts even though it has gone to several lengths to promote itself as a product of diversity.
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On Sunday, the company pulled down the ads and issued apologies for the incident.