The Nivea brand had already been the target of criticism in April after a brand campaign in the Middle East proclaimed “White is purity”. This time, it is an advertising campaign broadcasted in Nigeria, Ghana, Cameroon and Senegal that is appalling.
“I need a product that I can trust to restore my skin’s natural fairness,” says former Miss Nigeria Omowunmi Akinnifesi in a Tv ad for Nivea. She is seen looking becoming lighter after she applies the cream. “Now I have a visibly fairer skin, which makes me feel younger,” she adds.
— Fuse ODG (@FuseODG) October 18, 2017
While the ads have been around for a while, since June, they have returned to prominence several months later. The ad, in which a lighter skin seems synonymous with youth and beauty, is under fire from critics who call it racism.
Nivea’s response: “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 emphasise that this campaign is in no way meant to demean or glorify any person’s needs or preferences in skin care.”
The statement also said that the product is meant to “protect the skin from long-term sun damage and premature skin-ageing” and also address “uneven skin tone” — and that it is “every consumer’s right to choose products according to their personal preferences.”
What do you think?