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Nivea Pulls Down ad Campaign with ‘White is Purity’ Tagline After Facing Backlash

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Nivea gets backlashed for releasing a deodorant ad with the tagline “White is Purity”.

Of course, the internet went ballistic and took it as a sign that Nivea was down with their cause. Others remarked that it wasn’t the first time the German company made a weird racial comment with their ads. In 2011, Nivea released an ad for their men’s grooming line with the tagline “Re-civilize Yourself,” featuring a black man hurling a disembodied head with an Afro.

Nivea was quick to reply the tweet with an apology:

The deodorant ad was originally targeted for the company’s followers in the Middle East. Presumably trying to make the point that the Invisible for Black & White deodorant didn’t leave any marks on black or white clothing, the image was posted to Instagram (Which have now been deleted) with the caption “Keep it clean, keep it bright. Don’t let anything ruin it, #invisible.”

Nivea said in a statement;

We are deeply sorry to anyone who may take offense to this specific post. Diversity and equal opportunity are crucial values of Nivea. We don’t know Nivea’s employee demographics, but diversity is only as valuable as you allow it to be. There’s no point in having employees of different genders and races if you don’t listen to them when they tell you something is a bad idea.

Nivea has since pulled down the ad.

7 Comments

  1. Dr.o

    April 6, 2017 at 10:30 pm

    The only people who see this as a racial slur are racists.I am black but i understand they meant no harm, white as a color represents purity ,clean,freshness etc.please stop with all the racial movements if you see yourself as a weaker race then you become one

  2. o

    April 7, 2017 at 9:03 am

    Ppl will read meaning into every damn thing. Who doesn’t know that generally​the colour white signifies purity??? Awon Nivea gan ra’iye.

  3. Peaches

    April 7, 2017 at 9:35 am

    Hmm… Normally I’d agree that it wasn’t that deep. However, with the events going on in the world right now (i.e.#BlackLivesMatter), you cannot act oblivious and do shit like this. Same thing with Pepsi. I get all of it and where they are all coming from but this is 2017 – things have changed. You HAVE to be sensitive as a brand to political issues.

  4. zzzzzzzzzzzzz

    April 7, 2017 at 10:33 am

    White is Purity and Black is Beautiful, what’s the difference. People don’t have work

  5. The New Style Way

    April 7, 2017 at 2:06 pm

    JEZUZ CHRIST WATS ERYBODY GOT THEIR PANNIES IN A BUNCH FOR ???!

    Its an Ad designed for the middle East! u kno the place where the only name reserved for Black people till date is “Abeed” – Which literary translates to Slaves or Subservient ethnicity!

  6. Sigh...Nigerians

    April 7, 2017 at 2:12 pm

    LOL! I don’t expect you Neanderthals in Nigeria to understand or acknowledge racial issues. As narrow minded as you are. Because race isn’t the issue that informs your lives in Nigeria doesn’t mean that Black people in America don’t have a right to feel some type of way about obvious racial disparities and insensitivities. When will you people get that???

  7. cleobriggs

    April 7, 2017 at 9:14 pm

    UUuummmm but we can say Black is power or strength? I mean i get the wounds but we can either choose to keep living in offence and not move, or move forward with equality. I tire abeg.

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