SEEMS THE “THUG LIFE” DOESN’T MESH WELL WITH NIVEA’S IMAGE AS SKIN CARE FOR THE “CIVILIZED.”
Stefan Heidenreich, CEO of Nivea’s parent company Beiersdorf, announced that Rihanna is a “no go” for the company’s future campaigns.
“I do not understand how to bring the core brand of Nivea in conjunction with Rihanna,” Heidenreich tells German media, according to the Daily Mail. “Nivea is a company which stands for trust, family and reliability.”
The announcement comes a year after the provocative pop star’s song California King Bed was used in an advert celebrating the 100-year-old brand. The campaign depicts white consumers using the company’s moisturizers while lulling in bed and after showering. But that was before the arrival of Heidenreich, who seems baffled that the singer who (temporarily?) tattooed “thug life” on her fingers was ever considered to sell the brand.
Commenters at the Daily Mail were having a jolly good laugh at Rihanna’s — and the company’s expense.
“Not surprised, Rihanna is becoming the poster girl for all things nasty,” one commented, while another exclaimed, “And they just realized this NOW? She’s been with them for over a year! Rihanna has always been raunchy with no apologies. She doesn’t have to be a saint to endorse this product.”
The German company previously got into hot water for depicting in an ad a clean-cut preppy black man preparing to throw a head with an afro. The ad’s tagline: “Recivilize yourself.”
Here’s the commercial featuring Rihanna’s song.
Here’s Rihanna’s original music video for the song: