Nivea removes ‘white is purity’ deodorant advert after it was branded ‘racist’ and the company was trolled with pictures of Hitler and Pepe the Frog
Cosmetics giant apologises for Facebook ad after it was incorporated in memes by 'alt-right' trolls online
COSMETICS giant Nivea has apologised for an deodorant advert with the slogan "White is purity" after it was branded racist.
The Facebook ad was quickly adopted by far-right groups who shared it on social media along with pictures of Hitler and Pepe the Frog.
The ad for Nivea Invisible Black & White deodorant was aimed at Facebook followers in the Middle East.
It featured a dark-haired woman wearing white and was posted alongside the caption: "Keep it clean, keep it bright. Don't let anything ruin it."
The German company, which is liked by 19million Facebook users, removed the post following complaints.
One Twitter user said: "Not cool at all. #Racism is not a good marketing strategy."
MOST READ IN NEWS
The ad also became popular with far-right groups online and was incorporated in a number of disturbing memes alongside Adolf Hitler.
Another image used the cartoon character Pepe the Frog — designated a hate symbol by the US Anti-Defamation League — with a caption saying: "Is Nivea, dare I say, /ourguy/?"
Another far-right account Tweeted: "#Nivea: the official moisturizer/anti-perspirant of the #AltRight."
And another sicko said: "Can't fight immigrants with sweat stains. Race war 2020 sponsored by Nivea."
Nivea's owners Beiersdorf said: "We are deeply sorry to anyone who may take offence to this specific post. After realising that the post is misleading, it was immediately withdrawn.
"Diversity and equal opportunity are crucial values of NIVEA. The brand represents diversity, tolerance, and equal opportunity.
"Direct or indirect discrimination must be ruled out in all decisions by, and in all areas of our activities."
In 2011 Nivea was criticised for a magazine ad featuring a black man apparently holding a severed head, with the slogan "Re-civilize yourself".
We pay for your stories! Do you have a story for The Sun Online news team? Email us at [email protected] or call 0207 782 4368