Brands & Merch

Rihanna deemed too sexy to represent Nivea

By | Published on Thursday 9 August 2012

Rihanna

Skincare brand Nivea has ended its professional relationship with Rihanna, having apparently realised too late that the oft-nude R&B star (and author of ‘S&M’ and ‘Rude Boy’) wasn’t the right representative for its familial image.

Citing the er… subtly provocative Nivea campaign Rihanna fronted in 2011 as evidence, the new CEO of Nivea owners Beiersdorf, Stefan Heidenreich, has said to German newspaper Welt: “The advert starring Rihanna was a no-go. I do not understand how Nivea can be brought into association with Rihanna”.

He adds: “Nivea is a company which stands for trust, family and reliability”.

Rihanna’s retort to publication of the quotes was to post a photo of Heidenreich via Twitter with the note “no caption necessary”.



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