Beyonce Knowles has been an L’Oreal spokesperson for over 7 years, but it seems that controversy has struck the cosmetics giant again.

TMZ are asking is Beyonce has been given some skin lightening with her caramel skin coloring noticeably missing from her latest Feria hair colour ads, and the Post Chronicle are asking if she’s been given some “dead white girl’s” hair.

While the hair can be down to a poor dye/blow dry job the skin tone is questionable, considering Beyonce looked considerably darker in a 2005 ad for L’Oreal’s Glam Shine lipstick.

For a company who recently came under fire for giving Penelope Cruz false eyelashes in a ad for L’Oreal’s Telescopic mascara print and advertising ads, this latest development can’t be good for the brand.

It might not be false advertising to change a person’s skin tone, but what was wrong with Beyonce’s natural skin tones for a hair colour ad? She is practically as white as the model on the product packaging.

[Update] L’Oreal have denied that they lightened Beyonce’s skin. “It is categorically untrue that L’Oréal Paris altered Ms. Knowles’ features or skin-tone in the campaign for Feria’s hair color,” a spokesperson said.

You be the judge.