Rihanna and Nivea are going their separate ways. The new CEO of Nivea has dumped the singer as a brand spokesperson. It's a common refrain in the advertising world that sex sells. Rihanna, it appears, was too sexy for Nivea.
The skin care company proudly sponsored Rihanna's world tour "Loud" last year. At the time the Nivea brand rep said, "We are excited to have Rihanna supporting us in our celebration and building a new generation of fans. Over the past 100 years, Nivea has been an iconic skincare brand across the world. Rihanna is a music icon and her digital footprint will help us bring our anniversary celebration to consumers wherever they are." Now, the corporation is singing a new tune.
The current CEO Stefan Heidenreich is no fan of the Bajan star. Heidenreich feels that RiRi and Nivea are not a match, explaining, "I do not understand how to bring the core brand of Nivea in conjunction with Rihanna." The executive further asserts, "Nivea is a company which stands for trust, family and reliability." Clearly, he finds Ms. Fenty to be the antithesis of those qualities.
So, what are the reasons that Nivea might have found Rihanna's image to be at odds with their family values?
Rihanna, Party Girl
For starters, Rihanna has had to cancel at least one show this year due to "illness." Many blamed her party girl persona and the fact that she is often photographed smoking. The "Don't Stop the Music" singer has even tweeted photos of her alleged drug use. These actions are in direct contrast to Nivea's stated mission of " trust, family and reliability."
Rihanna and Chris Brown
After Chris Brown's assault on then-girlfriend Rihanna was made public, fans showered her with support. Robyn Fenty then confused followers with her continued contact with and defense of her abuser. Ri's name was also reportedly at the center of this year's bar brawl involving rapper Drake and Breezy. Several people were seriously injured in this entourage fight, including NBA player Tony Parker. Although Rihanna did not have a hand in this melee, it was definitely bad press.
Rihanna and Nudity
Last but certainly not least, fans have become more used to seeing the singer near-naked than clothed. Rihanna even recently took the subway sans pants in London. In addition, Rihanna's music videos and performances have become increasingly edgy. "S&M" themes are a big part of her visual imagery.
Rihanna appears to be taking the firing all in stride. She posted a photo of the CEO with the mocking words, "No caption necessary." Rihanna will also be giving Oprah Winfrey a tour of Barbados on the OWN show "Oprah's Next Chapter." This proves that she still has friends in high places.
So what do you think? Is Rihanna too raunchy or does Nivea need a shot in the arm?
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