Dove — maker of iconic beauty bars and advocate for body positivity — has received an overwhelming response (and not the most positive kind) over their latest campaign. The brand recently released a U.K. campaign meant to celebrate diversity, and attempted to illustrate the concept through their packaging — by releasing a video with different bottle shapes, purportedly to represent different body shapes. “Real beauty comes in all shapes and sizes — and now our body wash bottles do too,” the wrote in the caption of their Instagram video. “Introducing our limited edition range of Dove Body Washes. The six exclusive designs celebrate beauty diversity to encourage women everywhere to embrace their own individuality.”

To that end, Dove created six bottles that all looked different (in order to illustrate that we, too, all look different). “Each bottle evokes the shapes, sizes, curves and edges that combine to make every woman their very own limited edition,” the brand explained in a statement online. “They’re one of a kind – just like you.”

Customers on social media were skeptical, to say the least, and many instantly turned the campaign into a meme. Some Twitter users pointed out that the bottles, meant to emulate bodies, seemed to be missing arms. Others helpfully provided different photos — from minions to bottles with holes on the inside — asking where their personalized packaging was if they didn’t resemble one of the six options offered (fair question). The overarching conclusion? We’re all for celebrating what makes us unique, but this literal approach seems to miss the mark.

See exactly how social media reacted below:

Photo Courtesy of Dove.com and Twitter/@katejhewson.

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