Dove has apologised for an image which has provoked uproar online.
The advert for one of the company's products showed a black woman removing her shirt and turning into a white woman.
The pictures have been branded "racist" and have now been removed from Facebook, where they had previously been posted.
The company admitted the picture had "missed the mark" in how it represented women of colour.
A statement posted to Dove's Twitter page said the company "deeply regretted" the offence it caused.
The company has faced similar 'whitewashing' accusations after an advert in 2011 showed a 'before and after' of a black woman transforming into a white woman after using a product.