Bajan songstress, Rihanna has been considered “too raunchy” for Nivea Cosmetics.
Stefan Heidenreich, the new boss at Nivea Cosmetics is of the opinion that Rihanna doesn’t fit the image of someone who should be advertising the skincare brand.
He recently stated, “…I do not understand how to bring the core brand of Nivea in conjunction with Rihanna. Nivea is a company which stands for trust, family and reliability.”
The singer appeared in a series of advertisements for Nivea last year, including one in which she posed naked for the brand’s 100th anniversary, the Press Association notes. Her song “California King Bed” was featured in an ad campaign, and Nivea sponsored her tour last year.
Rihanna has had many changes over the years, from her lifestyle to her her hairstyle, what she does, where she goes, how she reacts to people and situations and all of this has come under scrutiny as Nivea prepares for the way forward.
In a statement to the U.K.’s MarketingWeek, a rep for Beiersdorf denied the company had fired Rihanna, but said the focus of Nivea’s advertising strategy has changed.
“In 2011 Nivea worked with the artist Rihanna in the context of the brand’s 100th birthday anniversary campaign. From the beginning this music-cooperation was scheduled for one year and ended as planned at the end of 2011,” a spokesperson said.
“Within the future brand positioning Nivea focuses more than ever on its core values. This leads to a change in advertising strategy as well as marketing campaigns,” the statement continued. “Beiersdorf and Nivea thank Rihanna for her work in relation to the 100th birthday anniversary campaign and feel respect and sympathy for her as a person and artist.”
Rihanna recently topped Forbes magazines list of top 30 richest celebrities under 30, no doubt her Nivea endorsement aided that accomplishment.
Rihanna’s one year contract will not be renewed and Nivea will return to their core area of being “overly family oriented.”