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.”
— 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.
— Maria (@mitchellscomet) April 3, 2017
— TekKwenePhD (@tekkwene) April 5, 2017
— 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 After realizing that the post is misleading, it was immediately withdrawn,” the company said in a statement.
— NIVEA USA (@NIVEAUSA) April 3, 2017
— NIVEA USA (@NIVEAUSA) April 5, 2017
— 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
— 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.
Wake up right! Receive our free morning news blast HERE
— 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
— Christal Prout (@ChristalProut) April 5, 2017
— 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
— MontyBankes (@MontyBankes) April 5, 2017
— ShadowAuthor (@ShadowAuthor) April 5, 2017
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