Tagline: Re-Civilize Yourself/ ”Look Like You Give a Damn”
I’m absolutely speechless and disgusted. There is no way this ad doesn’t look racist. I will not be purchasing any Nivea products.
“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.” [SOURCE: NIVEA’S FACEBOOK PAGE]
Diversity and equal opportunity are crucial values for a company who advises a black men remove his “mask” that includes an afro into a clean cut ASSIMILATED version of what he naturally is. They better not try to pull the black card (Rihanna) and say they use African Americans to endored their ads. Rihanna is clearly “civilized” compared to what Black women naturally look like.
The sad thing is that many Black people probably feel this way as well. That they have to keep their hair cut, get relaxers, etc in order to fit into society and be viewed as “civilized”. It’s really a damn shame that we can’t even feel free to embrace our natural selves because we live in a society that is constantly telling us that it’s not right or “uncivilized”.
They might as well have put a damn monkey suit on the man and had him rip it off. That half-assed apology isn’t cutting it either. They apologized out of obligation and in fear of losing valuable customers.
Cosmetic companies always do this. Does anyone remember the heavily photoshopped picture of Beyonce in the Loreal ad in which she looked like a white woman?
Basically, what they’re saying is “stay in your place” and “our standards of beauty should be your standards of beauty”.