Nivea in Racism Storm Over Advert in Nigeria, Ghana, Cameroun and Senegal
Nivea has become embroiled in a racism row over an 'appalling' advert campaign that promises their product will 'visibly lighten' skin.
Promotional billboards for the beauty brand's 'natural fairness' moisturiser have sprung up across Nigeria, Ghana, Cameroon and Senegal.
Nivea, which is owned by German skin care company Beiersdorf Global AG, has also produced a TV advert for the 'offensive' product.
The print adverts show former Miss Nigeria Omowunmi Akinnifesi with the words 'For visibly fairer skin' written across her body, while the TV commercial sees the model's skin lighting up and becoming whiter as she happily applies the cream.
People have taken to social media to express their outrage at the suggestion that they would want 'fairer' skin and have demanded the removal of the billlboards using the #PULLITDOWNNOW.
Fuse ODG, the British hip hop artist of Ghanaian descent, has also criticised the Nivea campaign.
He said: "Kindly take down these billboards you have placed all over our beloved countries in Africa.
"I saw this one with my own eyes today in Ghana and we love our complexion the way it is. And if you don’t take these down. We will.
"Every African everywhere should stop buying any Nivea product. Tag the Nivea branch from your country so they understand how foolish this is!"
London entrepreneur William Adoas i slammed the TV commercial.
Sharing a clip of it online, he said: "This is why black businesses need to rise up and cater for our needs.
"Nivea can’t get away with pushing this skin lightening agenda across Africa. Appalling."
Sharing a photo of the a Nivea billboard, one critic said: "This Billboard message is nonsense. Who told Nivea black women asked for fairer skin?" Another added: "This is not how to market in Africa. We didn't want 'FAIRER SKIN' thank you."The backlash comes just weeks after beauty brand Dove apologised for an online advert that was accused of being "racist".The company said it had "missed the mark" with an image posted on Facebook , which showed a black woman removing her top to reveal a white woman underneath.