Cosmetics making company Nivea has taken down its campaign billboard in Ghana which came under a lot of criticisms for 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 the launch of the campaign #PULLITDOWNNOW.
But the company in an earlier 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”.
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.”
The company did not signal its intention then to take the billboard down, but that has now happened with campaigners in Ghana showing evidence of the billboard been taken down.
The Afro pop star, Fuse ODG posted a video of one of the billboards in Accra that has been replaced on his Instagram account.
Some critics of the company considered the sale of the skin-lightening creams a promotion of bleaching.