Meanwhile, some have defended Dove's ad and claims that that it was misunderstood and taken out of context.
Dove has apologized for these "racist" images and removed the campaign from the social media network.
The ad has since been deleted.
The ad, posted on Friday, featured an African-American woman in a brown shirt taking off her top to reveal a white woman in a light-coloured shirt.
A third image shows the white woman undressing to reveal an Asian woman.
The brand's apology has been met mostly with derision since it was issued Saturday, including threats of boycotts and questions about how the ad could have been approved in the first place.
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And to put a comedic spin on it all, a man filmed himself copying the popular trend of throwing things down the toilet and emptied a Dove bottle down the drain.
Some Facebook users seemed to be spilt on the subject.
"Dove is committed to representing the beauty of diversity. Your creative director should be fired", Angela Reinders wrote on Facebook.
"Dove is advertising bodywash, which means that this product removes dirt/ has the ability to get you clean, POINT BLANK!"
The woman standing in front of the "before" image had dark skin, a woman in between had medium-toned skin and the woman in front of the "after" image was white.
Dove's personal care line, which includes soap, body wash, shampoo and other toiletries, has used the slogan "real beauty" since 2004. An opportunity to sell product to women of colour.