People lose it after Dove shares this 'racist' ad. The company says they 'deeply regret' it.

Dove came under great fire on Saturday after sharing what many people described as a "racist" beauty ad for one of its products.

What was the advertisement?

The advertisement — which was shared on Dove's Facebook page but was deleted almost immediately — featured a black woman wearing a brown T-shirt.

The ad continued, and showed the black woman changing out of her brown T-shirt.

Underneath the brown T-shirt, the black woman was white and wearing a lighter-colored T-shirt.

A third woman later appears, changing from the previous white woman into a woman of Asian descent.

What did the company say about the backlash to the ad?

Dove on Saturday issued an apology after deleting the ad.

"An image we recently posted on Facebook missed the mark in representing women of color thoughtfully," Dove's statement on Twitter read. "We deeply regret the offense it caused."

An image we recently posted on Facebook missed the mark in representing women of color thoughtfully. We deeply regret the offense it caused.

— Dove (@Dove) October 7, 2017

On Facebook, the company added, "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."

What was the response to their apology?

The screenshot of the advertisement — as well as Dove's apology — had gone viral by Sunday.

Dove's social media was inundated with comments from consumers, condemning the company's actions.

After the company shared their apology, many commenters weighed in.

One wrote, "You desperately need to hire more people of color in more positions of authority. This should never have been shared with the public and if you’d had black or brown decision-makers on your team, it wouldn’t have. Time to join 2017."

Another added, "Dove can't wash this offense away either. Stop using their products. Don't be angry with them for showing us who they are. Just simply shut them down."

Yet another wrote, "Missing the mark? I honestly thought this was a hoax, because it is the most ridiculously racist advertising I've seen. I'm sick that your product is in my home. Never again."