World News

Nivea catches backlash over racist ad for 'lighter skin'

Nivea catches backlash over racist ad for 'lighter skin'

"We didn't want "FAIRER SKIN" thank you".

Billboards show former Miss Nigeria Omowunmi Akinnifesi using the moisturizer to lighten her skin.

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

The advert for Nivea's Natural Fairness shows the model's complexion changing as she applies the skin cream, boasting that it had made it 'visibly lighter'.

Others have pointed out that if the demand was not there for skin-lightening products, Nivea would not be selling them.

The problem with skin lightening products is not only the damage they can cause skin and internal organs, but the reification of white beauty ideals that have been around since colonization.

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At Beiersdorf, we develop our products with the objective of helping consumers to maintain their skin's health and beauty in all its diversity, and we have a wide range of products created to address the different needs of our consumers worldwide.

Another commentator wrote: 'There is a market for this in Africa. Empowerment is not too much to ask for. We would like to emphasize that this campaign is in no way meant to demean or glorify any person's needs or preferences in skin care.

Many have accused Nivea's ads of being racist.

The brand has yet to apologize or make a statement regarding the ads.

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.

Further proof of their slow learning curve or feigned ignorance is that the highly controversial "white is purity" campaign came shortly after Nivea and offensive advertisement in 2011, that saw a black man discarding an Afro, with the tagline "re-civilize yourself".


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