Culture

Nivea's Latest Ad Encourages Black Women to Lighten Their Skin

Nivea's Latest Ad Encourages Black Women to Lighten Their Skin”

The video features a black woman applying the Natural Fairness moisturizer to her body, and shows her skin becoming visibly lighter in the process. Nivea can't get away with pushing this skin lightening agenda across Africa.

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

The advert is just the latest in decades of mass-media messaging to people of color that their darker skin tones are unacceptable, and what they should be aspiring to is a superior white skin.

But in a statement, NIVEA said that the company develops products with the aim of helping consumers take care of their skin's health no matter their skin type.

The advert is targeted at women in Africa, where skin lightening and bleaching is common.

Folks also pointed out that this is a complicated issue.

Since it's appearance in several African countries, Nivea has been slammed on social media and accused of racism, with some calling for a boycott.

In addition to the clip there are also corresponding ads throughout Ghana for the new product.

While Nivea has yet to comment on the backlash, this isn't the first time the German company has found itself in hot water for racially insensitive marketing. The photo showed a woman in a white robe and read, "White is purity". "#Nivea - perpetuating the notion that fairer skin is more handsome, more youthful is so damaging and plays into the racist narrative so prevalent in the beauty industry, that whiteness or light skin is the standard that we should all strive for", she said.

Earlier this year, Nivea came under fire when they released a problematic skincare campaign. "Our intention is never to offend our consumers", they say.



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