*Nivea is flirting with white supremacy in a new ad for its invisible deodorant.
The beauty brand used the slogan “white is purity” for the ad posted on its Facebook page, which was geo-targeted at followers in the Middle East, according to the BBC.
“Keep it clean, keep bright. Don’t let anything ruin it, #Invisible,” the post reads.
Nivea removes ‘white is purity’ deodorant advert branded ‘racist’ https://t.co/aXA9P6fY0N pic.twitter.com/tTxUcfP5xI
— BBC Newsbeat (@BBCNewsbeat) April 4, 2017
After outrage ensued on social media, the post was taken down. But trolls in the alt-right pounced on the misstep, claiming Nivea had “chosen” their side, and that it was the group’s official deodorant.
“There have been concerns risen about ethnic discrimination due to a post about Nivea Deodorant Invisible for Black & White on our Nivea Middle East Facebook page,” a spokesperson from Nivea parent company, Beiersdorf, told the BBC. “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 After realizing that the post is misleading, it was immediately withdrawn.
“Diversity and equal opportunity are crucial values of Nivea: The brand represents diversity, tolerance, and equal opportunity. We value difference. Direct or indirect discrimination must be ruled out in all decisions by, and in all areas of our activities.
The incident mirrors a 2011 Nivea ad that was also deemed racially insensitive. The ad featured an African-American man throwing a human head and the copy “re-civilize yourself.”
Folks continue to speak out on Nivea’s latest debacle on social media, particularly in light of Kendall Jenner’s disastrous Pepsi ad released on Tuesday:
When I see offensive content like Nivea/Pepsi my FIRST Q is “How many ppl saw, signed off on this with no issue?” This is the real problem.
— Sakita Holley (@MissSuccess) April 4, 2017
Nivea: “White is purity”
Me: “Sorry what ?”
Nivea: “White is purity”
Me: pic.twitter.com/cMIBp9144N
— Golden Milk (@petit_geranium) April 5, 2017
Damn nivea, now who can I trust to keep my pits pearly white pic.twitter.com/nmjLN4GRgI
— Dorrie Duck (@DorrieDuck) April 5, 2017
@NIVEAUSA tell us how you really feel ? Smh. Disgusted, yet not surprised. ?? *throws all nivea products away* pic.twitter.com/wF3qwR3pur
— Queen_V (@Youlack_ITHSAV) April 5, 2017
World: Wow, that Pepsi ad is terrible. What could be worse? Nivea :Hold on… https://t.co/tvqtK8DAQn.
— Reference, She Wrote (@mjmeyers) April 5, 2017
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