Advertisement of Nivea

Criticism on Ad:

 This controversial ad is a perfect example of what to avoid. This ad encourages racism,

colorist and tone-deaf. The ads promote Natural Fairness Body Lotion, a cream that
promises, according to the tagline, "visibly fairer skin."
 “Now I have visibly fairer skin, making me feel younger.” Was the line used in this ad. In
Africa, this is a divisive tagline, and yet global skincare brand Nivea created a whole
advertising campaign around attaining fairer skin. In parts of Africa and Asia, Nivea has
created “Natural Fairness”, a body care line promising to restore and enhance fair skin.
This creates a barrier in minds of the Africans and cause arguments and disturbs the
hostility among people.
 The advert is just the latest in decades of mass-media messaging to people of color that
their darker skin tones are unacceptable, and what they should be aspiring to is a superior
white skin. This form of racism has so been internalized that even when most big brands
have tried to embrace ethnic diversity, consumers in Africa and Asia spend billions of
dollars on harmful skin bleaching products. Nivea is cynically tapping into the same
insecurity that boosts skin-bleaching sales in emerging markets.
  Making money out of making people hate themselves is never acceptable. Whitening and
lightening creams are not only physically damaging, but also ethically wrong.

 The cream is seen as being so successful, the model is eventually confused as the
sister of this child instead of her mum.
 Being this insensitive and promoting offensive content and this brand is clearly
distancing between their marketing material and derogatory messaging.

Recommendations:

 Following the debacle of this horrendous ad, the brand should learn to avoid dealing with
sensitive topics in their ads.
 Being a skin care product, brand should learn to avoid marginalizing or offending
anyone.
 They should learn the importance of diversity and inclusivity. And add to one of the
company’s core values in their bio.
 Instead of promoting “white is purity”. They should promote “good skin is usually fair
skin”. This could remove the sense in the audience mind that power belongs to people
who are fairer, who are lighter. The perception of "the darker and more 'African' you are,
the less likely you will gain privilege based on your looks," could be removed.
 The marketers of this brand should have a clear interpretation of how inappropriate and
sensitive content they are promoting by the tag lines used in this ad. And highlight their
product for not specifically black or white people but for all skin types.