The ad in question was for a hair color product, Feria, and the ad appeared in the Elle, Allure, and Essence magazines. The allegation is that L'Oreal whitened (perhaps lightened the skin tone) the skin of Beyonce making her dark sultry skin tone a few shades lighter than it supposedly really is.
I have never seen Beyonce in person and therefore could not really say. I only ever see her in magazines and on the tv. But Beyonce has been a spokesperson for L'Oreal since 2001 and since this little controversy broke has been adamant about not making any statements beyond that issued by L'Oreal.
The entertainment website TMZ was first to air concerns about whether or not L'Oreal photoshopped the Beyonce add and ran a side by side comparison of a couple of pictures (above).
I wonder would there be the same degree of controversy over a picture of a white person that had the skin tone darkened a shade or two with a view to selling a tanning product?