Nivea has responded to the accusations of racism against their media campaign promise “Visibly Fairer Skin”.
The advert showing former Miss Nigeria Omowunmi Akinnifesi using the body lotion to lighten her skin created a lot of outrage after pictures of the billboard ad in Ghana was shared online.
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Beiersdorf, the parent company of Nivea said in a statement published on Facebook on Thursday saying:
“We recognize the concerns raised by some consumers regarding a NIVEA product communication in Ghana and take them very seriously. Our intention is to never offend our consumers”.
“We acknowledge every consumer’s right to choose products according to their personal preferences, and we are guided by that to responsibly provide them with high-quality skin care product choices,” the statement added without any apology.
Nivea had faced a similar attack in the U.S. in April after posting a deodorant ad on Facebook that declared “White Is Purity”.
The German company pulled down the ad after people called the slogan racist and others hijacked the ad’s online campaign with comments about white supremacy.
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Social media has been busy since Wednesday with condemnation of the recent ad including campaigns from African social media influencers and UK-based Ghanaian singer Fuse ODG who is calling for the “self-hate” billboards to be taken down.
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