Dove says it may have  “missed the mark in representing women of color thoughtfully” in it latest Facebook ad. The company, which is owned by the Dutch-British transnational consumer goods company Unilever, apologized via their Twitter page.

An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused.

— Dove (@Dove) October 7, 2017

Dove posted a similar message to their Facebook page, saying that the feedback they have received from that particular ad will help guide their future campaigns.

“Dove is committed to representing the beauty of diversity. 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. The feedback that has been shared is important to us and we’ll use it to guide us in the future,” the statement read.

Naomi Leann Blake, an American makeup artist, first aired screenshots of the ad through her social media accounts. These shots were shared multiple times over Facebook and Twitter, and fans were not thrilled by the message.

“This is gross. You think people of color can just wash away their melanin and become white? What were you going for, exactly? Your creative director should be fired,” one Angela Reinders wrote on Facebook.

One user, Mary Braden of Maryland, said that instead of just “missing the mark,” the distasteful ad ensured that she “will never buy another Dove product” again.

This advertisement is similar to a campaign Dove ran back in 2011. In it, three women stood in front of a “before” and “after” wall. The woman standing in front of the “before” side had dark skin, while the woman standing in front of the “after” side had white skin. The third woman stood in the middle, with medium-toned skin.

The current ad has since been taken down from all of Dove’s social media pages.