It was back in 2011, when Rihanna was announced as the new brand ambassador for Nivea, and it seems to be her last chance to work with the German label. There are some troubles in this endorsement and seems like Nivea doesn’t work to work with the singer any more. Find out more details about the brand’s unexpected decision next!
We still remember the excitement about the Nivea-Rihanna collaboration. Still in 2011, the brand representatives said that “We are excited to have Rihanna supporting us in our celebration and building a new generation of fans.”
So what went wrong now? Apparently, the new CEO of Nivea, Stefan Heidenreich, isn’t that ecstatic about the singer’s personality and behavior. She just can’t understand the behavior of the “bad girl” on numerous occasions and thinks that her notoriety can bring harm to the brand. As she has stated in German newspaper Welt, “Rihanna is a no go … I do not understand how to bring the core brand of Nivea in conjunction with Rihanna.”
Still, it’s difficult to understand the main reasons why Rihanna, whose song marked the label’s 100th anniversary, lots her appeal. Here’s Heidenreich’s opinion of the values of the company: “Nivea is a company which stands for trust, family and reliability.”
Is Rihanna too extravagant and sexy for Nivea? Obviously, no. As for Rihanna, she tweeted a photo of Nivea’s new CEO and wrote ‘No caption necessary.’ Still, with her notoriety, we’re sure she’ll find another gig soon!
What do you think of the German label’s new decision?
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