Nivea Slammed for Ad Showing Black Woman Using Product to Lighten Skin

Kristopher Drake
October 21, 2017

The new campaign for their Natural Fairness Moisturizer in Nigeria, Ghana, Cameroon and Senegal has spurred anger and disgust for showing a dark skin woman applying lotion to make her skin lighter.

"Now, I have visibly fairer skin, making me feel younger", the Black model says.

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

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

One woman wrote on Twitter: "This is not how to market in Africa". You can never be wiser than the God who gave us our lovely black skin.


This is why black businesses need to rise up and cater for our needs.

The model in the clip later defended Dove, saying it was being perceived as racist because it had been taken out of context and did not show the whole advert which showed women of many skin colors changing into each other. And if you don't take these down. "Whitening and lightening creams are not only physically damaging, but also ethically wrong". We love our skin in it's original creation.

The statement further read, "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".

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. Empowerment is not too much to ask for.

Other reports by Ligue1talk

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