I’ve heard of bold, but this is way out of line. Nivea’s new ad campaign has crossed every boundary and broken their prestige.
The new “Nivea For Men” print ad campaign is causing extreme controversy in the black community after releasing an image that tells black men to “RE-CIVILZE YOURSELF, Look Like You Give A Damn!”
The image shows a clean-cut black man wearing business casual attire, carrying a decapitated African American with an Afro, beard and mustache.
The “Nivea For Men Face Body Shave” ad banner resembles that of a thief, making it look like any black man that doesn’t shave is barbarically ‘un-civilized.’
Their marketing strategy influences ethnic men to take pride in their appearance by shaving, dressing prestigious, while keeping a clean cut look. OK, I get it, I understand what the brand strategy tries to reveal. But, the pictorial is borderline racist, segregating a close shave by ethnicity.
Nivea removed the ad after a few disgruntled clients expressed negative opinions of the “Nivea For Men Face Body Shave” campaign banner.
The publicist for Nivea stated: “Thank you for caring enough to give us your feedback about the recent “Re-civilized” NIVEA FOR MEN ad. This ad was inappropriate and offensive. It was never our intention to offend anyone, and for this we are deeply sorry. This ad will never be used again. Diversity and equal opportunity are crucial values of our company.“
You may say to yourself – “it’s not that serious.” But it would depend on how you carry yourself compared to how you present yourself that would determine how civilized or un-civilized you may ‘appear to be.’ The shave has nothing to do with it.