Tuesday, 11 December, 2018

Nivea faces backlash for racist ad for 'lighter skin'

Nivea catches backlash over racist ad for ‘lighter skin’ news racist nivea Nivea catches backlash over racist ad for 'lighter skin'
Andrew Cummings | 21 October, 2017, 00:45

Nivea is under fire after it launched a new advertisement featuring a black woman with a tagline "for visibly fairer skin". "Now, I have visibly fairer skin, making me feel younger".

Since it's appearance in several African countries, Nivea has been slammed on social media and accused of racism, with some calling for a boycott.

German personal care company, Nivea, has defended its Natural Fairness Body Lotion campaign following a heavy backlash on social media started by UK-based Ghanaian artist, Fuse ODG.

In one clip, a black actress says she wants to "restore my skin's natural fairness" as she rubs the lotion on to her arms, before a man compliments her "beautiful glowing skin".

London-based entrepreneur William Adoasi commented: '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. And if you don't take these down.

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She continued, condemning whitening and lightening creams, saying they're not only physically damaging, but also ethically wrong.

One woman wrote on Twitter: "This is not how to market in Africa".

But in a statement, NIVEA said that the company develops products with the aim of helping consumers take care of their skin's health no matter their skin type.

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.

Cosmetic companies like Nivea, Vaseline, L'Oréal, Neutrogena, Dove, Pond's, and Garnier all brand products in foreign countries that promote skin whitening, while modifying their labels in the United States as color correctors and tone eveners. Is it really too much to ask for?

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