Whether it was malicious or not isn't really relevant, because of the culture and history surrounding the idea. Ultimately, even if the person wasn't intending to push for an agenda of 'white is beautiful', there is a history surrounding that idea, and it needs to be called out.
There's also a huge difference between something like this versus making jokes amongst friends. With your friends, you understand where the lines are, and you know each other well enough that you can appreciate that it's all being done as a joke. The line for something done anonymously on the internet is a lot different.
Part of the reason why something like this needs to be called out is because there are people who don't really understand how damaging it can be. The concept of 'white beauty' and of portraying a standard movie/TV beauty look (basically skinny white girls) has damaged a lot of people in terms of causing millions of people to hate themselves, trying to change their look, etc. Not to mention the pervasiveness in causing men to view that as the only standard of beauty and look down on anyone who doesn't fit it.
I doubt anyone is going to be crying themselves to sleep because of that recolor job, but it's just another example of a very disturbing trend in contemporary western society, regardless of what the intent was on the part of the person who did it. Speaking out about it in a forum like this can at least lead to some people who had never really thought about the issue before giving it some more thought and maybe considering this in their future interactions with people, how they judge other people, etc.
