Nivea Pulls Offensive Ad

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Nivea recently pulled this advertisement. 

The skincare brand Nivea set off people with an ad featuring the phrase “White is Purity.” It was posted on Nivea’s Facebook page (now deleted), and its focus was on Middle East consumers. The post also had the phrase “Keep it clean, keep it bright. Don’t let anything ruin it” on the ad.

Nivea has found themselves being accused of racial insensitivity before. Back in 2011, the skincare brand apologized for an advertisement that featured a preppy, groomed black man holding the head of his former self, which appeared to be a mask of a black man with an Afro hair style and a beard. The advertisement read, according to NY Daily News, “Look Like You Give a Damn. Re-civilize Yourself”. The message couldn’t be clearer: natural hair on a black man isn’t a style preference but rather uncivilized.

Nivea has since issued an apology  after its deodorant photo was shared by right wing groups. According to BBC, a Nivea spokesperson said:

“We are deeply sorry to anyone who may take offense to this specific post. After realizing that the post is misleading, it was immediately withdrawn.”

“Diversity and equal opportunity are crucial values of NIVEA: The brand represents diversity, tolerance, and equal opportunity.”

“We value difference. Direct or indirect discrimination must be ruled out in all decisions by, and in all areas of our activities.”

To learn more, read at BBC.

Instagram/Photo: niveame
Twitter: @NIVEAUSA