Nivea drops Rihanna for being too raunchy

Nivea has dropped Rihanna as a brand ambassador, deeming her too raunchy for the skincare giant.

Rihanna: fronted Nivea's 100 years Skincare For Life campaign
Rihanna: fronted Nivea's 100 years Skincare For Life campaign

Nivea's deal with the pop star has helped Rihanna become one of the wealthiest celebrities under 30.

According to Forbes magazine, she has earned around $53m (£34m) in the past 12 months.

Stefan Heidenreich, chief executive of Nivea-owned Beiersdorf, said: "Rihanna is not compatible with the Nivea brand values. It was not a question of the success or failure of the campaign."

Nivea had sponsored Rihanna's Loud tour last year, as part of its 100th birthday celebrations, in which Rihanna dedicated one of the songs, 'California King Bed', to the celebrations.

Rihanna, whose hit singles include 'S&M', has come under fire in some quarters for photos she posted online, which showed her throwing money at female strippers.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Just published