Dove: 'We deeply regret' ad, after widespread backlash

Over the weekend, Dove posted an image on Facebook that appears to show a black woman transforming into a white woman.
2:53 | 10/09/17

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Transcript for Dove: 'We deeply regret' ad, after widespread backlash
of Lara Spencer. Turning to our "Gma" cover story this hour, now a new dove add sparking outrage being called racially insensitive and Adrienne Bankert is here with the story behind it and the company's response for us this morning. Lay, Adrienne. Hey to all of you. In fa, the ad sparking a big debate and conversations about whether this was a sub blip mall inference that lighter skin is better or just a big pr mistake. This morning, dove, the company, synonymous with its cleansing bar and real beauty campaigns apologizing after this image went viral. Showing an African-American woman removing her brown shirt with a bottle of dove body wash at her side appear took reveal herself as a white woman in a light-colored top. It was compiled from four screen grabs from a three-second video dove posted on its Facebook page showing three women of different ethnicities each removing a t-shirt in matching skin tones to reveal the next but makeup artist Naomi Blake who posted this image tells "Gma" she created the four-panel freeze frame to illustrate what she says is the ad's unintended message. We're putting out these ads with these subliminal messages telling young ladies your darker skin is not beautiful enough. You need to purify and clean yourself and this was a tone deaf ad I felt like it is a representation of colorism in the world. Reporter: In response to Blake and thousands of furious responses online, dove removed the clip apologizing on Facebook saying dove is committed to representing the beauty of diversity and we missed the mark in thought thrill representing women of color and we deeply regret the offense that it's caused. The 60-year-old company getting more backlash for that explanation, movie director ava duvernay writing, you can do better than missed the mark. Deepens your offense, do better here. Dove tells ABC overnight that the ad was intended to convey that dove body wash is for every woman and be a celebration of diversity but why got it wrong and as a result, offended many people. We are deeply sorry. And, again, the woman who made that post, that Facebook post says she never called dove racist but said they should have consulted black women before posting that ad and also a lot of women online, black, white and everything else that said the response to the ad went too far saying dove was conveying a beauty of message for all and will still buy their products and were not offended by it. They are at the forefront of body image and confidence but have had a misstep before and this is more than a misstep in 2011 as well but in recent years have moved forward. And wanting to tell people, listen, beauty comes in all shape, sizes and color, however, sometimes it leads to a conversation. That's why it's important to have a lot of people in the room when you create those campaigns and ads. And everybody is talking. Thanks. Absolutely. Thank you, Adrienne. We move on to a young woman

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