Nivea Angers Africans with Ad Campaign Promoting Lighter Skin

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The new advertisement is for their Natural Fairness moisturizer.

Skincare brand Nivea has been slammed for an advert that shows a black woman using their products to lighten her skin.

"Now I have visibly fairer skin, making me feel younger", she says in the spot, which she posted to her Instagram account below with the following caption: "The first Face of Nivea in West Africa".

BEAUTIES: What do you think about the skin bleaching ad?

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The products are also popular in parts of east Asia.

Many have taken to social media to vocalize their outrage, including transgender model and activist Munroe Bergdorf.

Akinnifesi, who was happy to see the advert pop up in-between her favorite show Black-ish (a U.S. sitcom that deals with contemporary race issues), is also being blasted for participating in the campaign. Nivea is pushing this racist ad in Africa.

Beiersdorf Global, Nivea's parent company, did not comment.

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German personal care company, Nivea, has defended its Natural Fairness Body Lotion campaign following a heavy backlash on social media started by UK-based Ghanaian artist, Fuse ODG. The embarrassment from that incident seemed short lived as Nivea once again released a racially insensitive advertisement.

The furore comes months after Nivea apologised over adverts for a deodorant in the Middle East which featured the tagline "White is Purity". The photo showed a woman in a white robe and read, "White is purity". In the Philippines, Nivea's Extra Whitening Cell Repair & Protect Body Milk offers "fair skin" even after exposure to sunlight.

About 75 per cent of women in Nigeria use skin-lightening products, with demand also high in Ghana, Senegal and Kenya, a report by the University of Cape Town said a year ago.

@NIVEAUSA @niveauk @FuseODG @ameyaw112 @Citi973 Nivea take them down now.Take these Ads down in Ghana and anywhere in Africa.

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