The Nivea skin care company was forced to pull an advertisement that sent social media into a meltdown because of its alleged racism.

The offending product was a deodorant, and the ad stating “White Is Purity” was posted on the German-based company’s Middle East Facebook page with the caption: “Keep it clean, keep it bright. Don’t let anything ruin it.”

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Nivea has withdrawn an advert with the slogan ‘white is purity’ after it is branded as racist on social media https://t.co/gnQp1f0lLm pic.twitter.com/8HxRyAaGg1

— CNN International (@cnni) April 5, 2017

Nivea was apparently caught off-guard as its marketing team must not have anticipated being slammed  for promoting white supremacy.

.@NIVEAUSA What the HELL is this? White Purity? Shame, Shame, Shame on you. Fire your marketing person and anyone who approved this ad pic.twitter.com/vlEBYOpqVc

— Maria (@mitchellscomet) April 3, 2017

Dayummm, .@NIVEAUSA! You guys are the absolute WORST. Why do you hate us? Nivea ads, 2017 and 2011, respectively. pic.twitter.com/iyOSdjDANh

— TekKwenePhD (@tekkwene) April 5, 2017

@MissSuccess @kateo Ohmygawd!! What is wrong with people in advertising???

— Amy E. Dixon (@theamyedixon) April 5, 2017

The company, owned by Hamburg-based Beiersdorf which also owns other skin care brands like Eucerin, pulled the advertisement on Tuesday and issued an apology.

“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 After realizing that the post is misleading, it was immediately withdrawn,” the company said in a statement.

@APACllc @mitchellscomet The NIVEA Middle East post was not meant to be offensive. We apologize. It’s been removed. NIVEA values diversity and tolerance.

— NIVEA USA (@NIVEAUSA) April 3, 2017

@DebYNYer @chefbearnaked @cnni We agree – this post was inappropriate and we’ve removed it from our Facebook page. We deeply apologize to all who saw it

— NIVEA USA (@NIVEAUSA) April 5, 2017

@NIVEAUSA @DebYNYer @cnni Thank you from the entire world. It’s time to fire your ad agency and start doing some ads that promote global unity, love and tolerance.

— The Bear-Naked Chef (@chefbearnaked) April 5, 2017

Coming on the heels of Pepsi’s epic fail of a video ad featuring Kendall Jenner diffusing a protest after offering a Pepsi to a police officer, it’s surprising that Nivea wasn’t more tuned in to the current social climate. Pepsi pulled their ad and apologized after the outcry.

Pepsi “Nobody can upset so many people with an ad as well as we can”

Nivea “Hold my beer” pic.twitter.com/iCaHCCvYx9

— Angela Night (@Angelheartnight) April 5, 2017

The ad exec at Pepsi got fired & Nivea snatched him up real quick. pic.twitter.com/vQZFT9gGbT

— David Hughes (@david8hughes) April 6, 2017

This week in advertising. Probably time for me to kick start my “Ask a Black Person” consulting firm. #Pepsi #Niveapic.twitter.com/dMY41ZZQjr

— Michael Gravesande (@OldBlackHack) April 5, 2017

Did Pepsi blackmail Nivea to be more racist than them? pic.twitter.com/rmTpkqvkdK

— Hussain (@Chemzes) April 5, 2017

Many Twitter users, however, defended the skin care company, blasting hypersensitive snowflakes for creating controversies where none exist.

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@mitchellscomet @NIVEAUSA how is this ANYTHING different than Black is Beautiful? Hypocrites are always the ones to complain about nothing.

— Marky Mark (@Vivaldi789) April 6, 2017

@NIVEAUSA not offensive to people who aren’t looking for something to be offended about. sorry you fell victim to butthurt.

— cathey (@tallyfan) April 6, 2017

@mitchellscomet @NIVEAUSA It’s not offensive @NIVEAUSA . People get offended at everything no matter what you do. Don’t be bullied by these idiots.

— Christal Prout (@ChristalProut) April 5, 2017

@cnni White is supposed 2 symbolize purity, why else would women traditionally wear white on their wedding day? Is that racist now too? #Triggered

— Liberty (@LiberalSlayer76) April 5, 2017

@cnni Whatever happen to someone just not liking something, everything is racist or offensive. I mean really a skin care company racist …

— Rolando (@OrlandoCash4HM) April 5, 2017

@BuzzFeed It’s the fucking color of the cream Jesus. Next thing white wedding dresses will be racist and white people wont be able to wear black.

— Rodney (@frantic_bmx) April 5, 2017

@BuzzFeed Omfg it’s a deodorant- deodorant is typically white or clear. What does it have to do with race or people????

— Margaux Abella (@MargauxKikay) April 5, 2017

@KaylaraOwl @FeministRabble @benjancewicz Everyone relax. It’s an advert. It’s clearly not aimed at skin colour. Get a hobbie or something ?

— MontyBankes (@MontyBankes) April 5, 2017

@Phil_Lewis_ @KMart_LI Ok, so I’m torn. They obvs didn’t mean it that way, but how did someone not catch it BEFORE and say “WTF PEOPLE?”

— ShadowAuthor (@ShadowAuthor) April 5, 2017

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Frieda Powers

Senior Staff Writer
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Originally from New York, Powers graduated from New York University and eventually made her way to sunny South Florida where she has been writing for the BizPacReview team since 2015.

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