Our Campaign not meant to demean black skin - Nivea

Our Campaign not meant to demean black skin - Nivea

Nivea has become embroiled in a race row after an "appalling" face cream ad that promises "visibly lighter skin" for black women.

The German company also have a TV ad for the product showing a black model's skin becoming lighter after she applies the cream. Billboards show former Miss Nigeria Omowunmi Akinnifesi using the moisturiser to lighten her skin.

The advertisement has appeared in Africa and sparked outrage on social media, including calls by some for a boycott of Nivea.

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 past year.

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".

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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. "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 said in a statement. "All black skin is handsome, no exceptions, so celebrate us as we are instead of asking us to adhere to unattainable and racist ideals". Is it really too much to ask for?

You'd think #Nivea wld've learned from their "remove your afro to recivilize yourself" ad yrs ago.

One such Nigerian ad from Nivea has caused an uproar on Twitter. The ad was pulled but that clearly has not stopped the brand from advertising the benefits of whiter skin and attempting to white wash coloured markets.

The advert promotes the Beiersdorf-owned Nivea lotion and has left consumers disgruntled at the connotation that fairer skin equates to beauty.

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