Nivea is cashing out of its endorsement deal with Rihanna. Stefan Heidenreich, the new head of the company’s parent firm, Beiersdorf, recently explained to members of the German media that the pop star should have been considered a “no go” for the brand’s family image.
The Daily Mailrecaps the shade:
The 49-year-old said: ‘The advert starring Rihanna was a no go. I do not understand how Nivea can be brought into association with Rihanna.’
In one ad, a family is seen moisturising with Nivea while Rihanna’s sultry hit California King Bed plays in the background.
The original video of the song shows the star wearing stockings and lingerie writhing with a man on a bed.
Heidenreich added: ‘Nivea is a company which stands for trust, family and reliability.’
When Nivea signed up the star last year they said they were ‘very excited’ to have her on board.
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