German skincare brand Nivea has apologised and removed a Nivea advert that was deemed disc***inatory. The advert for its invisible deodorant range said “white is purity” across an image of a woman.
It was posted on the firm’s Facebook page, geographically aimed at its followers in the Middle East. Nivea accepted the post was “misleading”.
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Many on social media complained the post was ******, but it was also widely-shared among alt-right users.
The advert on the Nivea Facebook page (since deleted) was posted alongside the caption: “Keep it clean, keep it bright. Don’t let anything ruin it.”
The post was directed at its au***nce in the Middle East, alt**ugh the company has 19 m***ion fans globally on its page. Many on social media complained about the post’s ****** connotations.
But it was also picked up by alt-right social media accounts w** trolled the Nivea account with comments, including of ****** and ***e the frog, w** was branded a **** symbol last year.
A spokesperson for Nivea’s owners Beiersdorf said: “There have been concerns risen about ethnic disc***ination due to a post about NIVEA Deodorant Invisible for Black & White on our NIVEA Middle East Facebook page.
“We are deeply sorry to anyone w** 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 After realizing that the post is misleading, it was immediately withdrawn.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 disc***ination must be ruled out in all decisions by, and in all areas of our activities. (BBC).
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