UPDATE 5:15 P.M. EST: In addition to the parent company’s apology, Nivea‘s social media team has been working overtime in damage control. They responded to our coverage on Wednesday with the following tweet:
@ThePerezHilton @pepsi @KendallJenner We agree ├óΓé¼ΓÇ£ this post was inappropriate and we├óΓé¼Γäóve removed it from our Facebook page. We deeply apologize to all who saw it
├óΓé¼ΓÇ¥ NIVEA USA (@NIVEAUSA) April 5, 2017
Kendall Jenner isn’t the only one with a tone deaf ad this week.
Though Nivea‘s is actually far more egregious!
In the middle of a political climate in which white supremacists are actually regaining a shocking amount of power, the skin cream company decided to release this ad for its new deodorant:
“White is Purity.”
Come on #Nivea. This is so racist that I do not even know where to begin.├░┼╕╦£┬á Speechless. In future, refer to clothes or products, not colors. pic.twitter.com/m0KTSALFKo
├óΓé¼ΓÇ¥ Scott Bellows (@ScottProfessor) April 4, 2017
.@NIVEAUSA What the HELL is this? White Purity? Shame, Shame, Shame on you. Fire your marketing person and anyone who approved this ad pic.twitter.com/vlEBYOpqVc
├óΓé¼ΓÇ¥ Maria (@mitchellscomet) April 3, 2017
And before you snap back by saying only liberal snowflake SJWs could possibly think this is racist, the ad was also embraced by many white nationalists, who wrote things like:
“We enthusiastically support this new direction your company is taking. I’m glad we can all agree that #WhiteIsPurity.”
“Nivea has chosen our side and the most liked comments are glorious.”
…referring to comments including pictures of Hitler and new alt-right mascot Pepe The Frog.
So yeah, the message was read loud and clear by those taking offense and those who saw it as a wink to their disgusting racist values.
Nivea’s parent company Beiersdorf Global AG apologized in an official statement to The Washington Post, writing:
“That image was inappropriate and not reflective of our values as a company. We deeply apologize for that and have removed the post. 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.”
In case you were thinking this was a one-time thing, another ad for the same “Invisible” deodorant still up on their FB page has the slogan:
“Black Stays black. White Stays White.”
Not to mention their 2011 ad in which a black man is throwing away his severed, naturally groomed head.
[Image via NIVEA.]