Nivea's Latest Ad Encourages Black Women to Lighten Their Skin

Frederick Owens
October 21, 2017

As the woman caresses her skin with the product, her complexion is shown changing to a lighter shade as she boasts of her "visibly lighter" skin.

A clip from the beauty brand's new Natural Fairness moisturizer, which is being advertised our sisters in Nigeria, Ghana, Cameroon and Senegal, has been circulating on the Intenet.

NIVEA has come in for a storm of criticism over "racist" adverts promoting a body lotion that lightens the skin of black women.

Since it's appearance in several African countries, Nivea has been slammed on social media and accused of racism, with some calling for a boycott.

Social media users across the world have been expressing their anger and called for Nivea to remove the adverts. Others dragged Omowunmi, who is the first face of Nivea West Africa, for agreeing to such contract that denigrates the skin tone of her kind. You can never be wiser than the God who gave us our lovely black skin.

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The problem with skin lightening products is not only the damage they can cause skin and internal organs, but the reification of white beauty ideals that have been around since colonization. We love our skin in it's original creation.

The ad comes just one week after Dove was forced to apologize after an ad appeared to show a black woman turn white after washing with its products.

The statement further read, "We respect every consumer's right to choose products according to their personal preferences, and we are guided by that to responsibly provide them with safe and high-quality skin care product choices". Empowerment is not too much to ask for.

Nivea also issued a statement on Facebook on October 18 saying the "campaign is in no way meant to demean or glorify any person's needs or preferences in skin care".

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