NIVEA defends itself in response to #pullitdownnow campaign
- NIVEA has responded to social media backlash against its Natural Fairness Body Lotion campaign
- It says it does not mean to demean or promote anyone's skin care preferences
- The campaign was sparked by UK based Ghanaian rapper, Fuse ODG on social media
Internationally popular German personal care company, Nivea, has responded in defense of its Natural Fairness Body Lotion campaign following heavy backlash on social media started by UK-based Ghanaian artist, Fuse ODG.
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In response to heavy backlash against its Natural Fairness Body Lotion campaign in Ghana and Nigeria on social media, German personal care company, NIVEA has issued a stated saying that its campaign is not aimed at demeaning or glorifying anyone's skin care preferences.
According to the statement, NIVEA's statement says that the company develops products with the aim of helping consumers take care of their skin's health no matter what skin type.
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Read full stated below:
We have recently noted concerns on social media by consumers regarding our NIVEA Natural Fairness Body Lotion communication in Ghana. We would like to emphasize that this campaign is in no way meant to demean or glorify any person's needs or preferences in skin care
NIVEA, as a global leader in skin care has developed a safe product that contacts natural ingredients and UV filters, whihc protect the skin from long-term sun damage and premature skin-ageing as well as reduce sun-induced production of melanin which, over time, can lead to an uneven skin tone. The product works with the skin to reduce dark spots and thus, achieves a more even skin tone
At Beiersdof, we develop our products with the objective of helping consumers to maintain their skin's health and beauty in all its diversity, and we have a wide range of products designed to address the different needs of our consumers worldwide. We respect every consumer's right to choose products according to their personal preferences, and we are guided by that to responsibly provide them with save and high-quality skin care product choices.
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The campaign backlash was sparked by calls from UK based Ghanaian rapper, Fuse ODG in a series of social media posts called out NIVEA's campaign saying that it's billboards promoted skin bleaching used the hashtag #PULLITDOWNNOW.
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This call was taken up by popular Ghanaian celebrities in Ghana, and a few more in Nigeria.
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Source: YEN.com.gh