Nivea has taken a bow and has decided to end their relationship with Rihanna. Stefan Heindenreich, the new head of Nivea’s parent company, Beirsdorf, told German media that not only are they not renewing her contract but she shouldn’t have been chosen in the first place.
“The advert starring Rihanna was a no go. I do not understand how Nivea can be brought into association with Rihanna. Nivea is a company which stands for trust, family and reliability.”
So I wonder what caused this fall out, was it Rihanna’s don’t give a F*** lifestyle or was it the photo of her crushing weed on someone’s head at Cochella? In response to Stefan Heindenreich comment Highsnobette said the following:
What a douchey thing to put out to the press. Yes, there is room for something being lost in translation (if indeed this is even a translation) but implying that Rihanna doesn’t care for her family and isn’t trustworthy or reliable is an over-the-top statement for a multi-national company to make, especially for one that makes a fortune hawking utterly b.s. snake oil items like cellulite cream
This is also a company that had to apologize for its clueless “Recivilize Yourself” ad this time last year, so you’d think the higher-ups had learned a lesson when it comes to making degrading comments about people of color, but nope, apparently some ignorance runs deep.
What do you guys is this about race or branding?