Nivea Sparks Outrage With Skin Lightening Ads In Africa

21 October, 2017, 00:47 | Author: Ora Austin
  • Controversy Nivea's Natural Fairness claims to give the user'visibly fairer skin

Nivea has become embroiled in a racism row after unveiling a controversial advert in several African countries for a cream that claims to "visibly lighten" women's skin colour.

Nivea is under fire after it launched a new advertisement featuring a black woman with a tagline "for visibly fairer skin".

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. Billboards show former Miss Nigeria Omowunmi Akinnifesi using the moisturiser to lighten her skin.

Witnesses of the advert took to social media to voice their concern, with a journalist stating, '"Dear Nivea, Who told you, one must be light skin to be attractive?"

Nivea is pushing this racist ad in Africa.

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London entrepreneur William Adoasi slammed the TV commercial, sharing a clip of it online: "This is why Black businesses need to rise up and cater for our needs. We acknowledge every consumer's right to choose products according to their personal preferences, and we are guided by that to provide them with high-quality skin care product choices".

She continued, condemning whitening and lightening creams, saying they're not only physically damaging, but also ethically wrong.

The ad has been out for a few months, however the outrage began recently in the wake of the Dove scandal in which another Nigerian model was used by a beauty corporation to encourage skin bleaching.

The ad comes just one week after Dove was forced to apologize after an ad appeared to show a black woman turn white after washing with its products. There is also a range of other Nivea products in the Philippines promising to whiten skin.

Nivea nor their parent Beiersdorf have released a public statement about this current controversy.

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