Nivea Slammed for Ad Showing Black Woman Using Product to Lighten Skin


The advert is being broadcast in Nigeria, Ghana, Cameroon and Senegal. Skin bleaching products are heavily touted to darker skinned people in many countries. This is offensive. Better change your marketing strategy. Or is it a deliberate marketing ploy in line with the statement: there is no such thing as bad publicity?

The brand, which is owned by German skin care company Beiersdorf Global AG, has also produced a TV advert for the product that shows a black model's skin becoming lighter after she applies the cream.

This is why black businesses need to rise up and cater for our needs.

Hundreds of furious social media users have called for a boycott of Dove products calling the ad "disgraceful".

They said: "Our intention is never to offend our consumers". While reminding consumers that their product ranges embrace diversity, the Facebook post showed no real acknowledgement of the racial insensitivity of the ad.

Adverts for the cream, which promises women "visibly fairer skin", have appeared on billboards and in TV spots across West Africa.

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In the ad, it's clear that because the model's skin is "fairer", she is perceived more handsome. Empowerment is not too much to ask for.

The ad has been out for a few months, however the outrage began recently in the wake of the Dove scandal in which another Nigerian model was used by a beauty corporation to encourage skin bleaching.

You'd think #Nivea wld've learned from their "remove your afro to recivilize yourself" ad yrs ago. Some chastised the brand for the ad, and others went further demanding that they take the ad down.

But regardless of the existence of colorism and the sad desire for lighter skin, Nivea shouldn't be exploiting that for a buck and DEFINITELY not at the expense of Black women.

The products are also popular in parts of east Asia.

Another day, another beauty brand racial misstep.