Championing its longtime "Real Beauty" campaigns to challenge unrealistic beauty standards, Dove has unveiled six limited edition bottle shapes in the UK to match women's body types. The internet, on the other hand, has had a field day with Dove's new effort to celebrate and represent beauty diversity.

"Every woman's version of beauty is different and, if you ask us, these differences are there to be celebrated," Dove said in a statement on its UK website. "From curvaceous to slender, tall to petite, and whatever your skin colour, shoe size or hair type, beauty comes in a million different shapes and sizes. Our six exclusive bottle designs represent this diversity: just like women, we wanted to show that our iconic bottle can come in all shapes and sizes, too.

"Each bottle evokes the shapes, sizes, curves and edges that combine to make every woman their very own limited edition. They're one of a kind – just like you."

According to Adweek, the new campaign was created by ad agency Oglivy London.

Despite its good intentions, the new initiative has triggered a slew of hysterical memes, jokes and comments on social media.

Some criticised that the bottles don't really represent women's body types and instead encourage them to be defined solely by their bodies. Others mocked the body-positive campaign's exaggerated bottles calling them "bizarre" and "hilariously stupid".

"So if CVS is out of 'skinny b**ch' bottles am I not going to be able to get clean? Not sure how this works," one Twitter user wrote.

"That is bizarre," one user tweeted. "Like, I just want to [use] my body wash, not be reminded that I'm pear shaped. Women don't need to be categorised all the time."

Another Twitter user wrote: "Who looks at their body wash bottle and thinks, 'I wish it looked more like me?'"