Nivea Pulls 'Racist' Ad, Apologizes; Some Still Outraged
Nivea, one of the largest international skin care brands, issued an apology recently following a social media uproar over one of its latest ads promoting a new men’s line that was deemed “racist and offensive.”
The questionable print ad, featured in Esquire magazine’s September issue, reads “Re-Civilize Yourself” and features a well-dressed, clean-shaven black man tossing out what appears to be his old, afro-haired and fully-bearded self.
Part of the company’s “Look Like You Give A Damn” campaign, which endorses high performance grooming products for men, the ad raised many eyebrows at the not so subtle message it seemed to be stating.
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“The message couldn’t be clearer: Natural hair on a black man isn’t a style preference or a nod to afrocentrism – it’s straight-up uncivilized,” Nona Willis Aronowitz, the associate editor for GOOD, blogged.
Other ads in the campaign did not mention anything about civilization, Aronowitz pointed out.
“A person flipping through a magazine won’t know the context. All they’ll think of is a vicious stereotype of black people that still endures, and all they’ll see is a black man trying to fit into a white world by shedding his former ‘uncivilized’ self.”
Tweets erupted on Twitter upon the ad’s release while Facebook had its own share of commentary condemning the Nivea for Men ad.
A few angry tweets included:
itsgabrielleu: “Come on son?!! Wtf?! RT@rolandsmartin: Unapologetically Racist Nivea Ad seeks to ‘Re-Civilize’ Black Men.”
afrobella: “I am sure someone from Nivea is preparing a public apology right now. What an ill-advised, poorly executed ad campaign.”
carolynedgar: “Dear @esquiremag, this Nivea for Men ad you’re running is both racist and culturally insensitive.”
Using its Facebook page to issue an apology, the company wrote, “Thank you for caring enough to give us feedback about the recent ‘Re-civilized’ NIVEA FOR MEN ad. This ad was inappropriate and offensive. It was never our intention to offend anyone, and for this we are deeply sorry. This ad will never be used again. Diversity and equal opportunity are crucial values of our company.”
Some accepted the company’s apology while others further fumed over the incident.
Sarah Feldman wrote, “You are an equal opportunity company and yet you promote skin bleach...pathetic.”
Kia Jackson commented, “Ok, well, I’m black and I rock my natural hair. I wasn’t particularly offended, but I can see why some would find it offensive...On another note, some of you may be pissed to hear this, but I really feel sometimes ‘we’ need to chill the hell out and stop being so sensitive. We are so quick to cry racism about EVERYTHING and that’s NOT always the case. There certainly are cases where yes, it is... but, as much as folks claim? NO. It’s really draining. Boycotting Nivea cuz they’re ‘racist’ now? Come on now...”
Quin Lin shared, “Thank you for the apology. Can we move on now?”
Beiersdorf AG, the parent company of Nivea, further apologized on CNN as well, stating, “We are deeply sorry to anyone who may take offense to this specific local advertisement. After realizing that this ad 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. This applies regardless of gender, age, race, skin color, religion, ideology, sexual orientation, or disability. Nor should cultural, ethnic, or national origin, and political or philosophical conviction be of any significance.”
Regardless of the apologies, many were not satisfied and hoped that action would be taken against the company. Several consumers hoped that Rihanna, who is currently the face of Nivea, would pull out of her advertisement deal with the company.
But no word has been spoken from the R&B singer as of yet on the controversy and whether or not she would continue being a spokeswoman for the brand.
Brian Russell Courtney, one commenter on the Nivea for Men Facebook page, wished that the craze surrounding the ad would die down. “...The ad was just an ad. Nivea didn’t mean to offend anyone.”
“We have more important issues to worry about like the economy, unemployment, and shooting each other all the time.”
Additionally, taking things lightheartedly, TeraLynn Clouse posted, “Nivea, now would b a GREAT time for a coupon. Lol.”
