In the advertisement for L'Oreal's Fria hair-highlighting product, the pop diva's complexion appears dramatically lighter than it is in reality, with a washed over, milky hue.

The New York Post described the advertisement as "shocking" and said it made Beyonc "virtually unrecognisable".

A L'Oreal spokesman denied that the company had digitally adjusted her complexion saying:" It is categorically untrue that L'Oral Paris altered Ms Knowles' features or skin-tone in the campaign."