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Nivea ignites outrage with commercial for face cream that promises to give black women ‘lighter skin’

By WITW Staff on October 20, 2017

A Nivea brand face cream being advertised to women in some African countries has caused outrage because of the product’s promise to give black women “visibly lighter skin.” Pointing to a long history in the beauty industry of demonizing black skin as less attractive than white skin, critics had questioned why exactly the German cosmetics company seemed to to think that black women needed “lighter skin” in order to beautiful.

The advertisements, which were being promoted across Nigeria, Ghana, Cameroon, and Senegal, have led many to demand that the company take down billboards and stop airing commercials for the product immediately. Fuse ODG, a British hip-hop artist of Ghanaian descent, called on Africans to boycott Nivea continent-wide, adding that if the company didn’t take the billboards down then “we will.”

Nivea unveiled the new ads just a week after Dove caused an uproar with a short Facebook ad that many took to suggest that a body wash could transform a black woman into a white woman.

Watch video of the Nivea advertisement below.

Read the full story at The New York Post.


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