Nivea pulled its “White is purity” ad this week after it was accused of being racially insensitive on social media. The ad, featuring the back of a woman with dark hair over a white robe in a brightly-lit room, displays the words, “White is purity.” Under it reads, “Keep it clean, keep bright. Don’t let anything ruin it, #Invisible.”
Twitter users slammed the ad for racism.
Dear #NIVEA, if 'white is purity' does that mean black is impure? 😬— Julie Gichuru (@JulieGichuru) April 5, 2017
Bad campaign. All kinds of wrong.
Won't be using Nivea forthwith.
Between Nivea's "white is purity" ad and Pepsi's "Black soda matters" ad I think it's time to open my "Ask A Black person" consulting firm.— Travon Free (@Travon) April 5, 2017
After being up on Facebook for two days and eliciting outrage among users, the skincare company removed the Facebook post and issued an apology.
“We are deeply sorry to anyone who may take offense to this specific post,” the company wrote in a statement. “Diversity and equal opportunity are crucial values of Nivea.”
The controversy comes at the same time as Pepsi was blasted for its tone-deaf social justice ad featuring Kendall Jenner.