After sponsoring her world tour and including her music in the adverts for their 100-year anniversary, Nivea have announced that they have dropped superstar Rihanna as the face of the brand for being 'too sexy'.
When the collaboration was first announced, Nivea said that they were "excited to have Rihanna supporting [them] in [their] celebration and building a new generation of fans", but Stefan Heidenreich, the new CEO of Nivea's parent company Beiersdorf, told a German paper a few days ago, "Rihanna is a no go."
"I do not understand how to bring the core brand of Nivea in conjunction with Rihanna."
He added: "Nivea is a company which stands for trust, family and reliability."
Burn. So apparently Rihanna's escapades in sheer tops (when she's wearing one) and raunchy songs are totally not doing it for Stefan. Obviously Rihanna had something to say about it. Or rather not. She tweeted a picture of Heidenreich with the words, 'No caption necessary'.
Do you agree with Stefan Heidenreich that Rihanna is wrong for the brand? Her image might be a bit off-brand, but her adverts were beautiful, don't you think?
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