White Wash Trend Continues With Nivea Natural Fairness Ad

Offending The advert for Nivea's Natural Fairness shows the model's complexion changing as she applies the skin cream

Offending The advert for Nivea's Natural Fairness shows the model's complexion changing as she applies the skin cream

We have recently noted concerns on social media by some consumers regarding our NIVEA Natural Fairness Body Lotion communication in Ghana.

Omuwunmi Akinnifesi is presently facing major backlash for staring in a racist Nivea ad which promises Africans "visibly fairer skin" that will make them "feel younger".

London-based entrepreneur William Adoasi commented: 'This is why black businesses need to rise up and cater for our needs.

Adding to the voices speaking against the fallacy of the ad, Munroe Bergdorf a transgender model and activist fired from L'Oréal Paris' campaign for saying "all white people" are racist criticized Nivea's racist commercial on Instagram: "Perpetuating the notion that fairer skin is more handsome, more youthful is so damaging and plays into the racist narrative so prevalent in the beauty industry, that whiteness or light skin is the standard that we should all strive for", she said, reminding advertisers that they have the power to change this norm. Others dragged Omowunmi, who is the first face of Nivea West Africa, for agreeing to such contract that denigrates the skin tone of her kind.

The problem with skin lightening products is not only the damage they can cause skin and internal organs, but the reification of white beauty ideals that have been around since colonization.

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Customers have spotted the same billboard in countries like Nigeria, Ghana and Cameroon. There's an unrealistic norm that white skin, beauty, and beings are more valuable and viable in society's eye, which is flat out wrong.

The ad comes just one week after Dove was forced to apologize after an ad appeared to show a black woman turn white after washing with its products.

But in a statement, NIVEA said that the company develops products with the aim of helping consumers take care of their skin's health no matter their skin type. The woman rubs on the lotion and her skin magically turns "fairer". Is it really too much to ask for? The ad came with a tagline: "Re-civilize yourself".

The products are also popular in parts of east Asia.

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