Nivea has pulled its ad from Facebook after alt-right users hijacked the comment section.
The ad, promoting the brand’s “Black & White Invisible” deodorant, featured a woman with black hair facing away from the camera and the tagline “white is purity” in bold capital letters. The ad is also accompanied by a caption on the post, “Keep it clean, keep it bright. Don’t let anything ruin it”.
— Haya (@Hayaalnafjan) April 2, 2017
— Nightwing Fan Shan (@jeyshan26) April 3, 2017
Netizens have called the ad “racist” for equating purity with whiteness, while alt-right users co-opted the brand and added comments such as “White power folks”, “We must keep the white pure” and “Mark my words, Nivea is about to get real popular real quick”.
Nivea has chosen our side and the most liked comments are glorious. pic.twitter.com/BJ7pr6feEc
— JuliusSeg 🇳🇱 (@JuliusSeg) April 3, 2017
Nivea pulled it. But it was nice while it lasted. pic.twitter.com/VV6zVd61NN
— Michele Kress (@deplorabaskets) April 4, 2017
Nivea’s US Facebook page commented on a concerned netizen’s post, “The recent post regarding Black & White Invisible Deodorant originated from the NIVEA Middle East Facebook page. The NIVEA Middle East advertisement was not meant to be racially insensitive. We sincerely apologize. The post has been removed. Diversity, tolerance and equal opportunity are fundamental values of NIVEA.”