Nivea Is Unapologetic, Releases Statement After Pull It Down Now Campaign Intensifies

German personal care brand that specializes in skin- and body-care Nivea is unapologetic of the message its billboards spotted in Ghana and other parts of Africa carry despite heavy backlash on social media lately after a campaign was launched by British hip hop artist of Ghanaian descent to get the billboards pulled down.

According a statement issued by Nivea USA, the “campaign is in no way meant to demean or glorify any person’s needs or preferences in skin care.”

Read full statement from below.

“We have recently noted concerns on social media by some consumers regarding our NIVEA Natural Fairness Body Lotion communication in Ghana. 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.



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 product works with the skin to reduce dark spots and thus, achieves a more even skin tone.

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 designed to address the different needs of our consumers worldwide. We respect every consumer’s right to choose products according to their personal preferences, and we are guided by that to responsibly provide them with safe and high-quality skin care product choices.”

On Tuesday October 17, 2017 Fuse ODG issued via Instagram mounted a campaign calling on Nivea to pull down its billboards that seem to suggest having a fairer skin is superior.

The post has so far caught fire as actress Ama K. Abebrese, musician Reggie Rockstone and several other Nigerians join the campaign asking Nivea to pull the billboards down.

Check out Fuse ODG’s post.

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