Nivea wants women from African countries to look 'visibly fairer'

Please, just stop with these racist ads! Photo Courtesy: Twitter

You would probably remember how earlier this month a Dove ad took Internet by storm. The advertisement had a woman of colour taking off her shirt and transforming into a 'white' woman with blonde hair. Needless to say, this offended people and Unilever received some major backlash for it. However, it seems like other companies that manufacture beauty products have learnt nothing from this fiasco. We are taking about Nivea here. The company did something similar and people are now pissed.

What The Ad Is All About

The 33-second-ad features former Miss Nigeria Omowunmi Akinnifesi, who says, "I need a product that I can really trust to restore my skin's natural fairness."

She then proceeds onto apply Nivea Natural Fairness body lotion all over herself. The camera then cuts to a visibly happy-looking Akinnifesi, who is delighted that her skin looks 'visibly fairer'. And if this is not bizarre enough, she gets hit on by a man while picking up her daughter from school. And as the cliques go, she gets mistaken for being the sister since she looks 'visibly fair.' What even!

A post shared by Omowunmi Akinnifesi (@omowunmiak) on Jun 6, 2017 at 11:17am PDT

Everything That Is Wrong With The Ad

What do the makers even mean by 'visibly fair' skin? For starters, it features a woman of colour who is blessed with a certain skin type and colour. And the company's obsession with trying her to look 'fairer' is downright absurd.

Beauty companies around the world thrive on women's insecurities. So, according to them your skin is not soft enough, hydrated enough, flawless enough, fair enough……Phew! The list is endless. But, coaxing women to alter their skin's natural tone is beyond infuriating. The ad makes absolutely no sense.

Women from tropical countries are blessed with sun-kissed skin. But, who ever came up with the concept of 'beauty' totally missed the point. So, going by their standards of 'beauty', black is ugly and white is beautiful. This notion in itself forces women to use bleaches, creams, and other skin-lightening products to make their skin look 'visibly fairer'. What hazard it wrecks on their skin is a different topic all together. Yet, beauty companies around the world women to just look 'fair' irrespective of their origin.

Criticism on Social Media

According to a report published in the Independent, "social media users have called the advert, which has appeared in Nigeria, Ghana, Cameroon and Senegal, racist and colourist and urged that it be taken down."

London-based entrepreneur William Adoasi took to Instagram to write a hard-hitting post that express the feeling of the community. "This is why black businesses need to rise up and cater for our needs. Nivea can't get away with pushing this skin lightening agenda across Africa. Appalling," he wrote.

This is why black businesses need to rise up and cater for our needs. Nivea can't get away with pushing this skin lightening agenda across Africa. Appalling. pic.twitter.com/8uR7XHNgVa

- William Adoasi (@WilliamAdoasi) October 18, 2017

"Dear NIVEA USA and all other Nivea out there... This is not how to market in Africa. We didn't want 'FAIRER SKIN' thank you," wrote one user on Twitter.

Dear @niveauk @NIVEAUSA and all other #Nivea out there... This is not how to market in Africa. We didn't want 'FAIRER SKIN' thank you. pic.twitter.com/qBtYvfLNpA

- Folaranmi ?? (@TheFavoredWoman) October 18, 2017

"Nivea, Dove, all of them sell skin lightening products. In the US it's "love ur skin" but in Africa it's "light is right", wrote another.

Nivea, Dove, all of them sell skin lightening products. In the US it's "love ur skin" but in Africa it's "light is right" https://t.co/b7agR1AoVE

- chrollo (@futimah) October 19, 2017

"Why do these so called 'Beauty Companies' LOVE to promote self hate within the Black Community?" wrote another.

Why do these so called 'Beauty Companies' LOVE to promote self hate within the Black Community??!!??

Bun Nivea ???????

- Melody Kane (@DJMelodyKane) October 18, 2017

Nivea Issues Apology

Though, the Nivea ad is a few months old, it caught attention of some social media users after the Dove row. Since people around the world have now united against the company and are demanding to boycott its products, Nivea is forced to apologize.

It issued a statement on Facebook which reads: "The campaign is in no way meant to demean or glorify any person's needs or preferences in skin care. The Natural Fairness line's natural ingredients and UV filters were aimed at reducing the sun-induced production of melanin."

However, the company chose to ignore the insensitivity with which the ad was created. Well, when are we going to realize that 'black' is not ugly. It's equally normal and beautiful as 'white' skin. So, let's wait for the message to skin. But here's a tip: don't hold your breath. It's going to be a long wait.