Nivea Pulls Controversial Ad After Claims of Racism - Black Enterprise
Black Enterprise Magazine September/October 2018 Issue

Nivea apologizes for recent ‘Re-civilized' NIVEA For Men ad (Image: Press)

Skin care product maker Nivea found itself in hot water this week when the Black blogosphere got a hold of an arguably racist print ad for men’s grooming products that was published in Esquire magazine. The advert features a clean-cut Black man tossing a disembodied African American man’s head with an unkempt Afro and beard— the tagline is “Re-Civilize Yourself.” Clearly the folks at Nivea didn’t realize that grooming, especially when coupled with the insinuation that long kinky hair is “uncivilized” can be a touchy subject for people of color.

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