Nivea Responds To Backlash Over Advert Promising African Women “Visibly Lightened Skin”


Some days ago, a Ghanaian artiste, Fuseodg called out beauty brand, Nivea, for its ad campaign on billboards across Africa.

The ad for Nivea’s new Natural Fairness moisturizer, marketed to women living in Nigeria, Ghana, Cameroon and Senegal, features 2005 Miss Nigeria and fashion entrepreneur, Omowunmi Akinnifesi, with its tagline as “For visibly fairer skin.”

The ad seemed to have upset the artiste, who claimed that Ghanaians love their colour. A video of the ad campaign also claimed that the beauty product ‘visibly lightens’ the skin.

An argument on social media platforms has since emerged from this outburst.

While some people claimed that the ad campaign was insensitive, some explained that there was nothing wrong with the campaign as it was a matter of the demands of the market.

See also: “I Went Online And Discovered I Had Become The Unwitting Poster Child For Racist Advertising” – Lola Ogunyemi Speaks On Being The Black Model In The Controversial Dove Ad

Some noted that, it was time for black businesses to rise up and cater for the needs of black people and some opined that boycotting all Nivea products was the way to go

A commenter however said, “Husbands, fathers, brothers tell the women in your lives that they are beautiful just the way they are until they believe you. Curbing this mindset has to start from our homes and not the world.”

Fuseodg wrote,

Dear Nivea,
Kindly take down these billboards you have placed all over our beloved countries in Africa. 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.
Every African everywhere should stop buying any Nivea product. Tag the Nivea branch from your country so they understand how foolish this is!
With love

Below s the Company’s response

Promote your business to Nigerian women. Put your Text AD here.



  1. Teena Tinis

    Teena Tinis

    October 20, 2017 at 10:30 am

    Nivea has different products. I think Customers should just stick to what ever works for them and whatever brand they choose. A lot of women these days wants a visible fair/bright skin and Nivea is only working to meet up with market demand.

  2. Earlyne Dappa

    Earlyne Dappa

    October 20, 2017 at 10:38 am

    I used Nivea for quite a long time and it maintain my color, I guess the product they’re promoting is for fair skin type. My advice is to stick on what works for you.

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