White Wash Trend Continues With Nivea Natural Fairness Ad

Jerome Frank
October 21, 2017

Nivea has become embroiled in a race row after an "appalling" face cream ad that promises "visibly lighter skin" for black women.

On Wednesday, a commercial and print ad surfaced online featuring a new skin lightening lotion the body care company sells in Nigeria, Ghana, Cameroon and Senegal, The New York Post reported.

In the ad, former Miss Nigeria Omowunmi Akinnifesi appears and she can be seen applying the lotion.

The advertisement has appeared in Africa and sparked outrage on social media, including calls by some for a boycott of Nivea.

"#Nivea - 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.

Per Nivea's website, the Natural Fairness by Nivea product is made to "lighten and moisture your skin while evening skin tone". When beauty companies continue to sell whitening or bleaching products in places like Africa, India, the Middle East, and Latin America, women and men are being told their skin is not acceptable or lovely.

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Nivea, a personal care brand known for its skin- and body-care products, is now facing an onslaught of criticism for a skin-lightening product it launched in Africa, which, allegedly, specifically targets black women.

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.

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. We love our skin in it's original creation.

"Now, I have visibly fairer skin, making me feel younger", says the woman.

People have started the #pullitdown to get Nivea's attention.

Beiersdorf Global, Nivea's parent company, did not comment. Is it really too much to ask for?

Other reports by Guamnewswatch

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