Nivea pulls ‘white is purity’ ad after outcry

Nivea pulls ‘white is purity’ ad after outcry

[Ed. – Blackheads matter.]

Nivea has withdrawn an ad that was branded racist on social media and shared by right wing groups.

The German skincare maker’s ad for a deodorant included a picture of a woman and the slogan “white is purity.”

It was posted on Nivea’s Middle East Facebook page with the caption: “Keep it clean, keep it bright. Don’t let anything ruin it.”

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The post sparked a backlash, with social media users accusing Nivea of being racist and insensitive.

“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,” Scott Bellows posted on Twitter.

Beiersdorf (BDRFF), the Hamburg-based company that owns Nivea, Eucerin and other skincare brands, said it decided to take the advert down due to what it called “concerns about ethnic discrimination.”

“We are deeply sorry to anyone who may take offense to this specific post. After realizing that the post is misleading, it was immediately withdrawn,” the company said in a statement.

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