Skincare brand Nivea withdraws ‘racist’ ad after facing backlash

New York: After a huge outcry, German personal care brand Nivea, which specialises in skin and beauty products, has withdrawn its controversial advertisement that was branded as racist on the social media, CNN reports.

The Nivea deodorant commercial included a picture of a woman and the slogan “White is Purity.”The ad was posted on Nivea’s Middle East Facebook page with the caption: “Keep it clean, keep it bright. Don’t let anything ruin it.”After this post, the social media users accused the brand for being racist and insensitive.

This is not the first time when the brand has been termed as racist as back in 2011, it apologised for an advertisement that featured what appeared to be a mask of a black man with an Afro hair style and a beard.The copy accompanying the ad read, “Look Like You Give a Damn. Re-civilise Yourself.”