Nivea Responds To Fuse ODG Over "Fairer Skin" Ad Campaign

Cheryl Sanders
October 20, 2017

From the clip, Omowunmi is seen applying the cream as a voice over says that it will "visibly lighten" and "care" for her skin, and graphic effects show as the model's skin transforms. The TV spot and matching billboards have appeared in Nigeria, Ghana, Cameroon and Senegal.

NIVEA has come in for a storm of criticism over "racist" adverts promoting a body lotion that lightens the skin of black women.

Another commentator wrote: 'There is a market for this in Africa.


Nivea, a personal care brand known for its skin- and body-care products, is now facing an onslaught of criticism for a skin-lightening product it launched in Africa, which, allegedly, specifically targets black women. 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. You can never be wiser than the God who gave us our lovely black skin.

Nivea is pushing this racist ad in Africa.

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. In the Philippines, Nivea's Extra Whitening Cell Repair & Protect Body Milk offers "fair skin" even after exposure to sunlight.


Forced into action Beiersdorf spokeswoman told Quartz, emphasizing on the company's commitment to diversity said, "We recognize the concerns raised by some consumers regarding a Nivea product communication in Ghana and take them very seriously", she added "Our intention is never to offend our consumers". Is it really too much to ask for?

The furore comes months after Nivea apologised over adverts for a deodorant in the Middle East which featured the tagline "White is Purity".


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