Rihanna AXED by Nivea

I’ve been using Nivea for a while, and I never even knew she WAS a spokesperson.

But apparently, last year she signed on as the “face” of Nivea. Odd choice huh? Nivea usually projects such a healthy and wholesome vibe, so it’s no surprise that Rihanna’s trashy #thuglife lifestyle is starting to tick off the brand.

Says Stefan Heidenreich, the new head of Nivea’s parent company, Rihanna’s a terrible fit for the brand and is far “too sexy” to represent them in the future. No kidding, right?

She’s known for her sexy attitude, raunchy outfits and outrageous behaviour. So it comes as little surprise that Rihanna’s advert for Nivea has been deemed too sexy to front campaigns for the skincare brand.

The star appeared in a series of adverts for the firm, which was a sponsor of her world tour last year, to celebrate the 100th anniversary of the company.

And now cosmetic tycoon Stefan Heidenreich – the new head of Nivea’s parent firm, Beiersdorf – has told German media that the singer should have been considered a “no go” for the brand’s family image. “The advert starring Rihanna was a no go. I do not understand how Nivea can be brought into association with Rihanna.”

In one ad, a family is seen moisturising with Nivea while Rihanna’s sultry hit California King Bed plays in the background. The original video of the song shows the star wearing stockings and lingerie writhing with a man on a bed. Heidenreich added: “Nivea is a company which stands for trust, family and reliability.”

When Nivea signed up the star last year they said they were “very excited” to have her on board. Nivea board member Markus Pinger said in a press release at the time: “Over the past 100 years, Nivea has been an iconic skin-care 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.”

In July, Forbes magazine said Rihanna’s sponsorship deal with Nivea had helped propel her number three in their top 30 of the richest celebrities under 30 with earnings of $53million in just 12 months.

From Daily Mail

I mean really, how does she fit THAT?

We all know she’s trashy, and she knows it too. In fact, she embraces it, and more power to her if that’s how she wants to live. But I guess she needs to find some sponsors who want to project that image as well…