Come on #Nivea. This is so racist that I do not even know where to begin.
😠 Speechless. In future, refer to clothes or products, not colors.
— Scott Bellows (@ScottProfessor)
Consumers expressed their outrage on social media, calling the ad racist and saying that it promoted the notion of white supremacy.
Nivea responded by pulling the ad and issuing an apology.
The NIVEA Middle East post was not meant to be offensive. We apologize. It’s been removed. NIVEA values diversity and tolerance.
— niveausa (@NIVEAUSA) April 4, 2017
According to CNN, it is not the first time that the company has been responsible for controversial ad campaigns. Nivea sparked criticism for its "Re-civilize yourself" ad that ran in Esquire magazine in 2011.
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