A Thai cosmetics company has pulled a video in which an actress wears blackface and promotes a skin-whitener with the slogan: "You just need to be white to win."

The online advertisement for the new product called "Snowz" featured porcelain-skinned Thai movie star Cris Horwang talking about being an aging actress in a competitive industry. The video shows her image darkening as she discusses fading from the limelight.

The Thai company Seoul Secret issued a "heartfelt apology," saying in a statement it had had no intention to convey racist messages. The advertisement was pulled Friday just a day after it was released.

A tirade of criticism erupted on social media, with critics calling the ad racist and ignorant and saying it promoted stereotypes.