Rihanna was dropped from her Nivea endorsement after her wild party lifestyle of booze, weed, sex, etc. have differentiated her from what the brand stands for...
In an interview with German newspaper Welt, Nivea’s new CEO, Stefan Heidenreich, aired his concern about the role the 24-year-old played in modelling for the brand.
"Rihanna is a no go... I do not understand how to bring the core brand of Nivea in conjunction with Rihanna" he said, explaining: "Nivea is a company which stands for trust, family and reliability."
Rihanna was chosen to front Nivea’s 100th birthday campaign last year, and a head and half-body shot of her featured upon limited-edition tins of the body cream.
Maybe it has come that time to tone it down RiRi...
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