NY,Oct09:The advert showed a black woman removing a T-shirt revealing a white woman underneath. The white woman then removes her T-shirt to reveal an Asian woman.
Hundreds of furious social media users have called for a boycott of Dove products calling the ad “disgraceful”.
One user said: “What is Dove even trying to convey besides blatant racism?”
Another added: “I am absolutely disgusted. This wasn’t a mistake. You knew the offence it would cause and still went ahead with it. #BoycottDove”
A third said: “The complete lack of thought here is unprecedented! Your entire team should be ashamed!”
Dove, which is owned by Unilever, has removed the ad and tweeted an apology.
It said: “An image we recently posted on Facebook missed the mark in representing women of colour thoughtfully.
“We deeply regret the offence it caused.”
Social media users were quick to highlight previous controversies in the brand’s marketing.
Just two years ago consumers blasted the company after a summer glow cream was advertised for “normal to dark” skin.
While In 2011 it was accused of racism after an ad appeared to show three woman on a colour gradient chart with the white woman labelled “after”.