Dove’s newest commercial raises controversy over what its message really means.

The commercial starts with a dark woman taking her shirt off to reveal a Lighter woman underneath. That woman then takes her shirt off to reveal another light-skinned woman. (ummm…ok)

Dove said the message was supposed to depict the idea that Dove soap is for every woman of any color, with any skin type. but that mark was clearly missed in the depiction.

Yes, the message might have wanted to mean that Dove soap is for every woman. But if you had a chance to see it before it was removed, you know that message was clearly not apparent.

Social media also tuned in going crazy over true motive and idea behind it.

Some people even said it was nothing new from Dove. Their old ads have also caused controversy before. Many of the ads Dove has used in the past showed people with a darker skin tone washing themselves using Dove soap and coming out lighter.

After all the backlash from their new commercial Dove released a statement on Facebook apologizing.

” 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.”

Dove was asked how the idea came about and who approved but they declined to answer. Many women have decided to boycott Dove because of this commercial.