Nigel Campbell's picture

Nivea Pulls 'White Is Purity' Ad Campaign Following Backlash

Yikes. Pepsi isn't the only brand facing backlash over a controversial campaign. 

Nivea has pulled an ad that included the caption: "White Is Purity."

The Washington Post reports:

The ad, which appeared in a Facebook post last week, originally targeted the German skin care company’s followers in the Middle East. It was intended to promote Nivea’s “Invisible for Black and White” deodorant and depicted the back of a woman’s head with long, wavy, dark hair that tumbled over an all-white outfit.

Underneath the woman’s locks was the slogan in all caps: “WHITE IS PURITY.”

The caption on Nivea’s Facebook post read: “Keep it clean, keep bright. Don’t let anything ruin it, #Invisible.”

Here's the ad in question:

White supremacists lauded the ad on Facebook.

Nivea's parent company Beiersdorf Global AG, released this apology to The Washington Post:

“That image was inappropriate and not reflective of our values as a company. We deeply apologize for that and have removed the post,” the statement read. “Diversity and inclusivity are crucial values of NIVEA. We take pride in creating products that promote beauty in all forms. Discrimination of any kind is simply not acceptable to us as a company, as employees, or as individuals.”

Nivea also responded directly to individuals on Twitter: