German skincare company Nivea has mounted a spirited defence to popular racism accusations of its recent ad in Ghana.
The billboards sighted in some parts of Accra have the bold inscription "FOR VISIBLY FAIRER SKIN" with a fair woman in the backdrop, buying into the racist stereotype that being fair skinned is a sign of beauty, intelligence and elegance.
Some visibly offended Ghanaians took to social media to express their disgust at the advertisement, demanding that the billboard be pulled down immediately.
Since its appearance in several African countries, Nivea has been slammed on social media and accused of racism, with some calling for a boycott.Â
In response to the heavy backlash, Beiersdorf, the parent company of Nivea said in a statement published on Facebook, Thursday saying: “We recognize the concerns raised by some consumers regarding a NIVEA product communication in Ghana and take them very seriously. Our intention is to never offend our consumersâ€.
“We acknowledge every consumer’s right to choose products according to their personal preferences, and we are guided by that to responsibly provide them with high-quality skin care product choices,â€Â the statement added without any apology.
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