Nivea Drops Rihanna As Spokesperson

In the advertising world, it’s common knowledge that sex sells. So, basically, if you put Rihanna’s ultra-sexy face on a brand, it will fly off the shelves in no time. Or so we thought.

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The singer, who appeared in a Nivea commercial last year—a sponsor of her world tour, “Loud”—has had her lotion rights revoked. According to cosmetic tycoon Stefan Heidenreich, the new head of Nivea’s parent firm, Beiersdorf, she’s simply too outrageous for the brand.

“The advert starring Rihanna was a no go. I do not understand how Nivea can be brought into association with Rihanna,” Heidenreich said. “Nivea is a company which stands for trust, family and reliability.”

The company has certainly done a 180 on their love for RiRi. Just last year she fronted the brand’s 100 Years Skincare for Life campaign, and Nivea released a photograph of the then red-haired star posing seductively. We don’t know about you, but if applying Nivea lotion gets us Rihanna-looking legs, we’re in.

At the time, rep for the brand, Markus Pinger, said, “We are excited to have Rihanna supporting us in our celebration and building a new generation of fans. “Over the past 100 years, Nivea has been an iconic skin-care brand across the world. Rihanna is a music icon and her digital footprint will help us bring our anniversary celebration to consumers wherever they are.”

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And then Nivea threw a party for the singer to celebrate her birthday in Beverly Hills. It was decked out with ice sculptures and cupcakes with flags from Rihanna’s native Barbados. Anyone else receiving mixed signals?

We’re a little bummed for Rihanna—she’s a badass who just experienced a major slap in the face for being herself. And since when does having sex appeal mean you’re not “trustworthy” or “reliable”? Tell us your thoughts: Should Rihanna have been dropped by Nivea?

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