Nivea in fresh racism storm over skin lightening promotion

Trevor Jackson
October 21, 2017

The ad features a woman yearning to "restore her skin to its natural fairness".

About 75 per cent of women in Nigeria use skin-lightening products, with demand also high in Ghana, Senegal and Kenya, a report by the University of Cape Town said previous year.

Witnesses of the advert took to social media to voice their concern, with a journalist stating, '"Dear Nivea, Who told you, one must be light skin to be lovely?" Even though the brand thought this ad was perfectly acceptable, people are standing up for Black women all over the world, but specifically in Africa, using the hashtag #PULLITDOWNNOW on social media.

London-based entrepreneur William Adoasi commented: 'This is why black businesses need to rise up and cater for our needs.

The beauty brand acknowledged it had "missed the mark" after the Facebook ad sparked a backlash that saw the company accused of racism.

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Nivea's TV and billboard adverts for their "natural fairness" moisturiser has caused outrage for pushing the white wash agenda in a market struggling to ban skin bleaching products. "ALL black skin is lovely, no exceptions, so celebrate us as we are instead of asking us to adhere to unattainable and racist ideals", she went on to say.

Instagram user _keesh_n_cali responded to Nivea's photo, "Dear Nivea, Kindly take down these billboards you have placed all over our beloved countries in Africa". And if you don't take these down. "Every African everywhere should stop buying any Nivea product".

In the ad, it's clear that because the model's skin is "fairer", she is perceived more attractive.

NIVEA as a global leader in skin care has developed a safe product that contains natural ingredients and UV filters, which protect the skin from long-term sun damage and premature skin- ageing as well as reduce the sun-induced production of melanin, which, over time, can lead to an uneven skin tone.

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. Is it really too much to ask for?

Other reports by TheDailyFarc

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