WGN reported that the ad shows a black woman taking off her brown shirt to reveal a white woman underneath.
Another image shows the white woman undressing to reveal an Asian woman.
"An image we recently posted on Facebook missed the mark in representing women of color thoughtfully".
Alternative theories on the messaging are that we're all white inside, or a multi-racial Russian nesting doll came to life and happened to stop shedding her layers at the white person while unfortunately standing next to a bottle of Dove with the label facing the camera?
Some Facebook users seemed to be spilt on the subject.
But someone posting under the name Raenette Johnson said, "For people to say black woman are reaching and being sensitive lemme break this down. We deeply regret the offense it caused", read their statement, posted to Twitter.
"This is gross. You think people of color can just wash away their melanin and become white?"
"What exactly were yall going for? Your creative director should be fired", one Angela Reinders wrote on Facebook. "Honestly wonder how these things make it into public realm before someone calling it out", one Twitter user wrote. And a 2011 Dove ad was also criticized as racist by some viewers.
"The ad is meant to illustrate the benefits of using Dove VisibleCare Body Wash, by making skin visibly more lovely in just one week". An opportunity to sell product to women of colour.
On Sunday, The Guardian published another statement from Dove regarding the controversy over its latest ad.