Wednesday, October 20, 2021

Nivea defends its skin-lightening campaign in Africa

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Isaac Kaledzi
Isaac Kaledzi is an experienced and award winning journalist from Ghana. He has worked for several media brands both in Ghana and on the International scene. Isaac Kaledzi is currently serving as an African Correspondent for DW.
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Cosmetics making company Nivea has defended its campaign billboards across West Africa promoting the sale of skin-lightening creams.

The German-owned company has been accused by some West Africans of racism for such a promotion.

The backlash has been huge on social media platforms with a campaign #PULLITDOWNNOW launched.

Some critics of the company considered the sale of the skin-lightening creams a promotion of bleaching.

But the company in a statement said “We recognize the concerns raised by some consumers regarding a NIVEA product communication in Ghana and take them very seriously. Our intention is to never offend our consumers”.

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The company said it “acknowledge every consumer’s right to choose products according to their personal preferences, and we are guided by that to responsibly provide them with high-quality skin care product choices.”

Beiersdorf, Parent company of Nivea issued the statement.



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