Nivea’s Latest Ad Encourages Black Women to Lighten Their Skin
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By Siraad Dirshe ·
Another day, another beauty brand racial misstep. The latest? Nivea. A clip from the beauty brand’s new Natural Fairness moisturizer, which is being advertised to our sisters in Nigeria, Ghana, Cameroon and Senegal, has been circulating on the Intenet. In the video a model, who’s a deeper complexion, applies a moisturizer to her skin and it magically becomes lighter. In addition to the clip there are also corresponding ads throughout Ghana for the new product. Many have taken to social media to vocalize their outrage, including transgender model and activist Munroe Bergdorf.

This is not okay. #Nivea - 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. Advertisers have the power to change this narrative, but campaign after campaign we see it being used worldwide. Making money out of making people hate themselves is never acceptable. Whitening and lightening creams are not only physically damaging, but also ethically wrong. Empowerment is not too much to ask for. ALL black skin is beautiful, no exceptions, so celebrate us as we are instead of asking us to adhere to unattainable and racist ideals.

A post shared by ＭＵＮＲＯＥ 🌹🌹 (@munroebergdorf) on

“This is not okay. #Nivea – 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. “Empowerment is not too much to ask for. ALL black skin is beautiful, no exceptions, so celebrate us as we are instead of asking us to adhere to unattainable and racist ideals,” she went on to say. The brand has yet to apologize or make a statement regarding the ads. Sadly, this isn’t Nivea’s first racist misstep. Earlier this year the brand got slammed for an ad that said white is purity. All of this comes on the heels of Dove’s apology for missing the mark after a Facebook ad went viral, begging the question when will enough be enough?