WHAT were you thinking?

That's the obvious question anyone would ask cosmetics company Nivea after its controversial ad appeared in Esquire.

The Nivea for Men ad, which appeared only in the September issue of the magazine, showed a preppily dressed black man tossing away the severed head of a bearded, black man with an afro hairstyle.

The text read, "re-civilize yourself," with the additional caption, "Look like you give a darn". The public outrage over the ad was immediate, with many calling the ad racist, reported the Washington Post. Nivea still runs other variations of the ad, including one that features a white male model and rubber head, with no text about "re-civilisation".

There were calls for singer and Nivea spokeswoman Rihanna to disown the company over this seemingly racist ad, reported the Los Angeles Times.

Nivea has apologised for the ad saying that it was "inappropriate and offensive".

On its Facebook page, the company wrote: "It was never our intention to offend anyone, and for this we are deeply sorry. This ad will never be used again."

Mr Larry Woodard, president and chief strategy officer of Graham Stanley Advertising, said the flap reflected a problem of homogeneity and lack of multiculturalism in the advertising business, especially in large agencies.

"They don't have a problem with it because it fits their sensibilities," he told ABC News. Nearly 100 posts on Nivea's Facebook page argued over whether the apology had made up for the mistake.

One post said: "I am thankful that your company is willing to change when others do NOT agree." Others were not convinced.

A post said: "means that you meant what you said", adding that "The apology in itself is a marketing ploy".