Dove is facing heat for a body wash ad showing a black woman taking off her shirt to reveal a white woman, with many social media users calling it racist.

Dove has removed the post from its Facebook page and posted comments on social media on Saturday saying it "missed the mark in representing women of color thoughtfully."

In an emailed statement Sunday, Dove said the ad, a three-second video clip, "did not represent the diversity of real beauty which is something Dove is passionate about and is core to our beliefs, and it should not have happened ... we apologize deeply and sincerely for the offense that it has caused."