It seems as if NIVEA has yet to learn their lesson.
In a world where racism has devoured society’s innocence of equality, there can never be enough controversy to add to the melting pot. Right?
Skin care product line, NIVEA, is under fire for what seems to be yet another racial ad for their new deodorant. What seems to be getting under the skin of those who are offended by it, is that this is not NIVEA’s first time being insensitive to the public.
Back in 2011, NIVEA was being scrutinized for an ad that featured an African American male gripping the afro of an African American mannequin. In the ad it seemed as if the male was getting ready to toss the mannequin head with a tagline that said, “Re-Civilize Yourself.”
The saying “time will tell” can be tested now. After the major controversy of that 2011 ad, NIVEA has put out yet another ad. This new deodorant ad features a woman with curly, brown hair cascading down her back. The woman is centered in front of a window. Everything in the room she’s in is either white, or brightly colored. Right at the bottom of the ad, there you see it: “WHITE IS PURITY” in all caps.
The ad was posted on the company’s Middle East Facebook page and then quickly removed after only being up for two days. Shortly after, their apology was made public:
“We are deeply sorry to anyone who may take offense to this specific post. Diversity and equal opportunity are crucial values of Nivea.”
Now, to be an effective analytical thinker in regards to this issue, it would require you to go back in time (six years to be exact.) It was just then that NIVEA’s marketing strategy was publicly shamed by the eyes of not only African Americans but other racial groups as well.
After the ad became hot and problematic, here was the German skincare company offering us their “sincerest apologies.” Here it is 2017 and we are once again in the same situation with yet another uproar about this new ad.
I’m no marketing specialist or advertising expert but as a very intellectual and analytical individual, I would imagine a team of marketing personnel and advertising experts discussing and possibly voting on the use of the ad’s caption “WHITE IS PURITY.”
If you were a member of the marketing and promotional team, wouldn’t you always gear opinions and marketing tactics solely towards the growth and reputation of the company in which you’re representing?
I guess the concern here, and almost everywhere else, is the fact that no one thought about how the ad would offend or discomfort those who would see it.
In order to be taken seriously, one must always remain consistent. An apology made public in 2011 is now an apology being made public in 2017. Fool me once, shame on you. Fool me twice, shame on who?