Nivea has been spectacularly dumped by its own advertising agency and accused of homophobia after a company executive allegedly rejected an ad pitch saying, “We don’t do gay”.
The offensive remarks have prompted a boycott movement, with angry consumers posting videos and photos of themselves binning their Nivea products in an attempt to “cancel” the skincare brand.
THE PHONE CALL
During the conference call, an FCB representative reportedly pitched a commercial in which two men would be filmed touching hands.
The pitch was flatly rejected, with an executive from the beauty brand allegedly saying: “We don’t do gay at Nivea.”
Among those looped in on the conference call was a gay advertising executive who had been behind the pitch.
The company executive’s remarks have caused a social media frenzy, as people around the world film and photograph themselves dumping their Nivea products in the bin. Many have moved to permanently cancel the brand after years of advertising faux pas and subsequent public apologies from the company.
An ironic mantra has emerged in the aftermath of Nivea’s PR nightmare: “I don’t do Nivea.” People are also using the word “Novea” to describe their anger at the brand, with many pledging never to buy their “old lady formula” products again. Even Star Trek star George Takei tweeted: “We gays and our friends don’t do Nivea.”
This isn’t the first time the skincare company has been criticised for its ill-advised campaign decisions.
In 2017, Nivea was forced to ditch an ad campaign for its Invisible For Black & White women’s deodorant after the public labelled it “racially insensitive”. The advertisement, which ran in the Middle East, featured a woman with long, dark hair, wearing white and staring out of a window in a brightly lit room. But it was the slogan accompanying the photo that caused the controversy. “White is purity,” the ad read.
In a Facebook post beside the newly launched advertisement, Nivea wrote: “Keep it clean, keep it bright. Don’t let anything ruin it.”
The ad was slammed by the public as racist, with people taking to social media asking Nivea “What the HELL is this?”.
“White Purity? Shame, Shame, Shame on you,” one Twitter user wrote.
“Fire your marketing person and anyone who approved this ad.”
White supremacist groups fervently supported the advertisement, creating a hashtag #WhiteIsPurity following its release.
In the same year, Nivea was forced to dump another racially charged advertisement that featured on billboards across Nigeria, Ghana, Cameroon and Senegal. The ad featured former Miss Nigeria, Omowunmi Akinnifesi, in a blue dress, rubbing moisturiser on the top of her wrist and smiling across her shoulder. Nivea’s Natural Fairness Body Lotion was aimed at African consumers and promised to deliver “visible fairer skin”.
The billboards were also accompanied by a TV ad where Akinnifesi said she needed a product she could trust “to restore my skin’s natural fairness”.
In the ad, she even received a compliment from her daughter’s teacher, who said, “You have the most beautiful, glowing skin.”
British hip-hop artist Fuse ODG — who has Ghanaian heritage — publicly called on people to boycott the skincare brand.
“I saw this one with my own eyes today in Ghana and we love our complexion the way it is. And if you don’t take these down. We will,” he wrote.
“Every African everywhere should stop buying any Nivea product.”
Six years earlier, in 2011, the company found itself in the middle of a global PR nightmare after it released an ad for Nivea for Men products.
The advertisement showed a clean-shaven, smartly-dressed black man holding the severed head of his “former self” featuring an afro and facial hair. The ad’s slogan was “Re-Civilize Yourself”, with the company inviting men to “look like you give a damn”.
It immediately sparked outrage from minority groups around the world, forcing Nivea to pull the ad days later and issue an apology in which the brand admitted the ad was “inappropriate and offensive”.
https://www.news.com.au/lifestyle/beaut ... eb9177121e
echt omgwtf halverwege is een poll met de vraag "do you think Nivea should be boycotted" en de opties "Yes, offensive" en "No, the world has gone PC mad" 1x raden wat significant hoger scoort bij de lezers de meerderheid zegt dus eigenlijk "grow balls, pussies, we don't care about your butthurt"
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