Nivea’s TV and billboard adverts for their ‘natural fairness’ moisturiser have caused outrage for pushing the whitewash agenda in a market struggling to ban skin bleaching products. The advert is being broadcast in Nigeria, Ghana, Cameroon and Senegal. It’s surprising that brands which were previously more inclusive and celebrated ethnic diversity are now cynically tapping into the same insecurity that boosts skin-bleaching sales in emerging markets.
It seems the marketing strategy for the beauty industry this fourth quarter is “whitewash” and be as divisive as possible to your target market. Or is it a deliberate marketing ploy in line with the statement: there is no such thing as bad publicity? Barely a week after the Dove controversy, enter Nivea and their skin lightening TVC and billboard advertisement showing Miss Nigeria Omowunmi Akinnifesi’s skin getting lighter as she applies the product.
“I need a product that I can really trust to restore my skin’s natural fairness,” says Akinnifesi in Nivea’s African advertisement, which is being broadcast in Nigeria, Ghana, Cameroon and Senegal.
The TV spot is promoting the beauty brand’s “Natural Fairness” moisturizer, and promises the product will “visibly lighten” your skin.
The subject of skin bleaching on the continent has layers specifically linked to marketing strategies that promote the “white is right” agenda. The surprise, however, is that brands that were previously more inclusive and celebrated ethnic diversity are now cynically tapping into the same insecurity that boosts skin-bleaching sales in emerging markets.
This is why black businesses need to rise up and cater for our needs. Nivea can’t get away with pushing this skin lightening agenda across Africa. Appalling. pic.twitter.com/8uR7XHNgVa
– William Adoasi (@WilliamAdoasi) October 18, 2017
The public took to social media to express outrage at the assumption that they would want ‘fairer’ skin and demanded the billboards be removed using the #PULLITDOWNNOW.
Forced into action Beiersdorf spokeswoman told Quartz, emphasizing on the company’s commitment to diversity said, “We recognize the concerns raised by some consumers regarding a Nivea product communication in Ghana and take them very seriously,” she added “Our intention is never to offend our consumers.”
Nivea also issued a statement on Facebook on Oct. 18 saying the “campaign is in no way meant to demean or glorify any person’s needs or preferences in skin care.” The Natural Fairness line’s “natural ingredients and UV filters” were aimed at “reducing the sun-induced production of melanin,” they went on to say. While reminding consumers that their product ranges embrace diversity, the Facebook post showed no real acknowledgement of the racial insensitivity of the ad.
Adding to the voices speaking against the fallacy of the ad, Munroe Bergdorf a transgender model and activist fired from L’Oréal Paris’ campaign for saying “all white people” are racist criticized Nivea’s racist commercial on Instagram: “Perpetuating the notion that fairer skin is more beautiful, more youthful is so damaging and plays into the racist narrative so prevalent in the beauty industry, that whiteness or light skin is the standard that we should all strive for,” she said, reminding advertisers that they have the power to change this norm.
By Kylie Kiunguyu
Source: Africa: White Wash Trend Continues With Nivea Natural Fairness Ad
