Nivea Drops Racist, “White Is Purity” Ad After Public Backlash

Nivea White Is Purity

Nivea, the German personal care brand has issued a statement apologizing for a racist ad that it produced recently.  The ad for a deodorant presented a picture of a woman and the slogan was “white is purity.” The Ad according to CNN, “was posted on Nivea’s Middle East Facebook page with the caption: “Keep it clean, keep it bright. Don’t let anything ruin it.”” Users on Twitter and other social media sites were furious about the ad and they were sure to let Nivea know.

Nivea White Is Purity


Sadly, this wasn’t the first time that the German company put out some racist garbage. Back in 2011, in the September issue of Esquire Magazine, Nivea put out an ad featuring a clean-shaved black man holding what appeared to be a mask of another black man with a thick Afro hair and beard. The text accompanying the racist ad read, “Looks Like You Give a Damn. Re-civilize Yourself.” It implied that black people who choose to wear out their natural hair in Afros look uncivilized, primitive and stupid.

Nivea White Is Purity
Nivea “Look Like You Give a Damn. Re-civilize Yourself.” Ad

During the 1800’s and 1900’s, racist product advertisements were very common place. Pear’s Soap from the early 1900’s featured ads talking about, “Lightening the white man’s burden,” brightening the dark (black) corners of the earth.

Nivea White Is Purity
Pear’s Soap – “The White Mans Burden”

The highly offensive “Nigger Makeup” ads from the 1930’s, which depicts what we can assume is an extremely dark and almost disfigured black man. The man looks almost like some kind of burn victim and his face is devoid of features; only his creepy white smile and bulging eyes are visible. “No Burnt Cork or Muss,” what does that even mean?

Nivea White Is Purity

Nivea White Is Purity
Nigger Makeup Ad 1930’s

Dove Soap had an ad in 2011 in which it shows usage of their soap transforming the user from dark to light. The ad shows a “before” and “after,” with a black woman on one end of the spectrum and a white blonde haired woman on the far end. Basically, they are saying that if you use their product you will get lighter and more beautiful (white).

Nivea White Is Purity
Dove’s Racist Before and After Ad

So there is a long history of racist ads being used against black people and even in contemporary times. On Tuesday (March 4th 2017) we had the racist Pepsi commercial with Kendall Jenner appropriating the Black Lives Matter Movement to sell soda; Kendall Jenner solved police brutality and racism (in the ad) by giving a cop a can of Pepsi (undermining and disrespecting decades of black activism/sacrifice). White people don’t seem to really care or think about how nonwhites might react to some of these ads that are produced; and this is mostly because there are really no consequences. Black people will get offended by these racists’ ads but will still use their products, which makes no sense. Until we stop buying from these companies that are anti-black, and offer them consequences in the forms of lawsuits, they will continue putting these extremely offensive ads out. Beiersdorf, the parent company that owns Nivea released a statement apologizing, “We are deeply sorry to anyone who may take offense to this specific post. After realizing that the post is misleading, it was immediately withdrawn.” No black person with a shred of dignity and pride should ever accept an apology from these companies; they know what they are doing and their intentions are to do psychological harm.

Nivea White Is Purity




Related: Top Racist Ads

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