The German skincare brand receives huge backlash on social media after posting a new ad that is seen as racist on Nivea Middle East Facebook account.
- Apr 6, 2017
AceShowbiz - Nivea is under fire for creating an ad that is deemed racist. The ad that said, "White Is Purity" caused outrage on social media, seen as racist and offensive by people from all around the world. Beiersdorf, the company that owns Nivea, eventually pulled the ad due to the negative reaction.
In the ad, a woman wearing a white bathrobe was sitting with her back facing the camera. She sat in front of a white-paned window. A "WHITE IS PURITY" writing was printed on the ad, along with a picture of a Nivea product, the "Invisible Black and White Clear Roll-On Deodorant". The particular deodorant serves as a protection for light-colored clothes, making clothes free from white marks and yellow stains.
Nivea Middle East posted this ad on their Facebook page on April 5, accompanying the ad with a caption which read, "Keep it clean, keep bright. Don't let anything ruin it, #Invisible." This message was also seen as insensitive, with people interpreting this a discrimination.
Come on #Nivea. This is so racist that I do not even know where to begin.😠Speechless. In future, refer to clothes or products, not colors. pic.twitter.com/m0KTSALFKo
— Scott Bellows (@ScottProfessor) April 4, 2017
A company representative said in a statement, "We are deeply sorry to anyone who may take offense to this specific post. Diversity and equal opportunity are crucial values of Nivea."
Nivea wasn't the only brand that recently got backlash for creating an offensive ad. Pepsi was also heavily criticized after the release of their new ad featuring Kendall Jenner. The two-and-a-half-minute short film had this as the description, "the moments when we decide to let go, choose to act, follow our passion and nothing holds us back." However, the ad quickly turned controversial due to the use of resistance movement in the video.
Pepsi decided to pull the ad then released an official statement, saying that they "did not intent to make light of any serious issue." The statement also included an apology to their model, Kendall Jenner, who felt "crushed" after the controversy.
— Pepsi�(@pepsi) April 5, 2017
