Rihanna has been dubbed a “no go” ambassador by Nivea’s CEO and is no longer the face of the brand.
Prior to current CEO Stefan Heidenreich joining Nivea, Rihanna signed up to represent the brand in 2011 with her single California King Bed being used in one of their commercials and they also sponsored her Loud tour.
In recent times Rihanna has been criticised for her partying and provocative image.
In an interview with German newspaper Welt, Heidenreich said: “I do not understand how to bring the core brand of Nivea in conjunction with Rihanna. Nivea is a company which stands for trust, family and reliability.”
Rihanna tweeted a response to the news saying “no caption necessary” with a photograph of Heidenreich.
Although it appears that Rihanna has been ‘dropped’ from Nivea, a spokesperson for Beiersdorf told Marketing Week that her departure is tied to the planned end of her contract.
Editor of Campaign, Claire Beale, added: “Discontinuing the association with her is also good PR for Nivea because it allows them to reiterate the values they don’t feel she aspires to"