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Dove issued an apology for a racially insensitive Facebook ad it said 'missed the mark'

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The soap company Dove issued an apology Saturday for a racially insensitive advertisement that appeared on its Facebook page.

The ad, which has since been deleted, showed a black woman taking off a brown shirt after apparently using the soap and transforming into a white woman wearing a cream-colored shirt.

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Screen shots of the ad were first shared by makeup artist Naomi Leann Blake, NBC News reports.

Dove responded to the backlash in a Facebook post Saturday afternoon.

"Dove is committed to representing the beauty of diversity," Dove, which is owned by the company Unilever, wrote on Facebook. "In an image we posted this week, we missed the mark in thoughtfully representing women of color and we deeply regret the offense that it has caused."

In the past, Dove has faced criticism for a 2011 ad that showed three women standing in front of a wall with sections titled "before" and "after." In that instance, two women with darker skin were standing in front of the section labeled "before."

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Dove's PR team responded to NBC's request for comment, saying that all three women were meant to demonstrate the "'after' product benefit."

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