After Shea Moisture was forced to pull its 'natural hair' advert days after it was slammed on Twitter for 'whitewashing' its products, you'd think beauty brands and retailers would be focussing their attention on using marketing strategies that celebrate inclusivity and diversity.
However, beauty retailer Boots has just come under fire for implying brown and black skin is abnormal.
According to the Huffington Post, a sun cream section of Boots recently displayed a skin chart featuring a list of skin types and the SPF that should be worn, depending on where customers are in the world.
However, over the weekend one Twitter user, called Simran, posted a photo of the chart, asking: 'Just wondering what constitutes as a 'normal' skin colour and why brown and black is implied to be abnormal?'
The chart listed the phrases 'sensitive' and 'normal', which are common words to describe skin types, followed by the terms 'fair', 'olive', 'brown' and 'black' which are skin shades.
Not only is the retailer being accused of racism, but it is also being asked why customers with darker skin tones are not being told to wear a high SPF in hotter climates.
The NHS states that 'people with naturally brown or black skin are less likely to get skin cancer, as darker skin has some protection against UV rays'. However, skin cancer can still occur.
Unsurprisingly, the skin chart hasn't gone down well with customers.
In response to Simran's tweet, a Boots spokesperson has informed the Huffington Post: 'We'd like to thank our customers for bringing this isolated incident to our attention.
'We can confirm the content featured was not official Boots show material and we have removed the chart immediately.
'We apologise for any offence this has caused,' they added.
That's good to hear.