Nivea Responds To Backlash Over Advert Promising African Women “Visibly Lightened Skin”

Some days ago, a Ghanaian artiste, Fuseodg called out beauty brand, Nivea, for its ad campaign on billboards across Africa.

The ad for Nivea’s new Natural Fairness moisturizer, marketed to women living in Nigeria, Ghana, Cameroon and Senegal, features 2005 Miss Nigeria and fashion entrepreneur, Omowunmi Akinnifesi, with its tagline as “For visibly fairer skin.”

The ad seemed to have upset the artiste, who claimed that Ghanaians love their colour. A video of the ad campaign also claimed that the beauty product ‘visibly lightens’ the skin.

An argument on social media platforms has since emerged from this outburst.

While some people claimed that the ad campaign was insensitive, some explained that there was nothing wrong with the campaign as it was a matter of the demands of the market.

Some noted that, it was time for black businesses to rise up and cater for the needs of black people and some opined that boycotting all Nivea products was the way to go

A commenter however said, “Husbands, fathers, brothers tell the women in your lives that they are beautiful just the way they are until they believe you. Curbing this mindset has to start from our homes and not the world.”

Fuseodg wrote,

Dear Nivea,
Kindly take down these billboards you have placed all over our beloved countries in Africa. I saw this one with my own eyes today in Ghana and we love our complexion the way it is. And if you don’t take these down. We will.
Every African everywhere should stop buying any Nivea product. Tag the Nivea branch from your country so they understand how foolish this is!
With love
#PULLITDOWNNOW

Below s the Company’s response