A Dove ad showed a black woman turning herself white

The Dove brand sheepishly admitted Saturday that it had “missed the mark” with a not-so-vaguely racist advertisement that made it the latest target of consumer rage.

But angry and befuddled Dove lovers spent the weekend wondering what mark Dove was trying to hit in the first place.

The ire-inducing advertisement was released Saturday afternoon. The first frame shows a dark-skinned woman in what appears to be a bathroom, a bottle of Dove body wash in the lower right-hand corner of the frame.