Rihanna fired by Nivea for being too sexy

Nivea has a new boss  – and he doesn’t like Rihanna. The singer was featured in ads for the company last year and was also sponsored by the brand on her tour, but it looks like their working relationship is now over. Stefan Heidenreich, the new CEO of Nivea’s parent company, Beiersdorf – thinks Rihanna and Nivea have different sets of values. Namely, Rihanna is sexy and controversial, while Nivea is a wholesome and family-focused brand. In a statement to a German newspaper Heidenreich remarked, “The advert starring Rihanna was a no-go. 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.” The advertisement Rihanna was featured in last year showed her topless and smiling (see photo above). Upon learning the news Rihanna retaliated by tweeting a picture of Mr. Heidenreich with the words “No caption necessary.” ~Stacy Raivich

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Comments & Discussion

  1. Deb • August 9, 2012 @ 12:13 AM

    Too sexy? Or too slutty…

  2. Trevor • August 9, 2012 @ 1:43 AM

    She is slooty that is for sure!

  3. mike • August 9, 2012 @ 2:18 AM


  4. Trisha.B • August 9, 2012 @ 9:41 AM

    Too slutty seems about right.

  5. Isadora • August 9, 2012 @ 9:43 AM

    Wonder who hired her in the first place? Someone was not thinking!

  6. Marsha • August 9, 2012 @ 9:48 AM

    If they’re trying to be a wholesome, family oriented brand..she’s probably not the way to go. BUT I doubt people are really thinking that far into the celebrity in the ad, I know I wouldn’t stop buying a product because the person in the ad was “too sexy”…

  7. Jenn • August 9, 2012 @ 9:52 AM

    Haha, yes. I agree Marsha! But I think in the past year, Rihanna’s image has changed quite a bit so it makes sense to perhaps not use her in the ad anymore and go in a different direction.

  8. Karl • August 9, 2012 @ 9:54 AM

    I don’t really see a problem with Rihanna being too sexy. Sex sells, remember?

  9. David • August 9, 2012 @ 10:00 AM

    We all remember Chris Brown and Rihanna? Thanks to Nivea for taking steps to rid the world of this type of infection that has infected our young people. I hope other brands will do the same to stop all of this!!

  10. Joel • August 9, 2012 @ 10:12 AM

    I don’t think Rihanna ever fit in with the Nivea brand to begin with.. no offense. They need someone like Taylor Swift or something. Just someone real innocent and homely.

  11. Stacey • August 9, 2012 @ 10:13 AM

    I vote they get Emma Watson! She’d do Nivea proud!

  12. dandt • August 9, 2012 @ 10:20 AM

    Sexy is NOT the word I would be at first inclined to say…and if “family” and “values” are what they want
    to show the world why pick her in the first place

  13. Linda • August 9, 2012 @ 10:40 AM

    This is crazy. Rihanna’s “values” should not be in question. I have no thought on the matter either way but it seems the questions is: Is she a different person from when she was hired? or Has her values changed in the last year? It seems the biggest change is a new Nivea CEO. The topless ad was approved by Nivea last year. Rihanna didn’t design the ad. What does that say for Nivea standing “for trust, family and reliability.”. If Mr. H. doesn’t “understand how to bring the core brand of Nivea in conjunction with Rihanna.” maybe he should go back to marketing class or, at a minimum a public speaking class. I like the Nivea brand of products and I like Rihanna’s voice. I do believe there was a more tasteful way to make this announcement or, as the old saying goes, “if you don’t have anything nice to say, don’t say anything at all.”. I also believe Rihanna is the one displaying a little more class in this instance.

  14. Amanda • August 9, 2012 @ 11:34 AM

    I don’t think companies should hire celebrities – it doesn’t have anything to do with the product and celebs need big money, which drives up the price for the consumer. I couldn’t care less if Rihanna uses Nivea. That doesn’t make me want to use it.

  15. Linda • August 9, 2012 @ 1:02 PM

    I agree with the new CEO. Thank goodness someone has the insight to get rid of someone like Rianna. She may not stop me from purchasing Nivia, but she certainly would not be the one to encourage me to purchase the product or any other product she may be paid to back

  16. lenny • August 9, 2012 @ 1:19 PM

    I hear that K*Y what’s her for their ads.

  17. mysterious • August 9, 2012 @ 1:47 PM

    Maybe she should be in condom commercials.

    Good choice Nivea.

  18. Tiffany • August 9, 2012 @ 2:09 PM

    What seems here is everyone is bashing her your all Pathetic, have nothing better else to do! Wow shows how low people can go, that have nothing better to do sit on the computer and bashing other people! Your all jokes, don’t have a life, Pathetic, and rather say shit about other people to make your life a little better cuz your life just sucks right now! Grow up loser stop bashing people

  19. sickof her • August 9, 2012 @ 2:12 PM

    I agree completely with this decision. As for her not having a say in the ad.. I’m sure she did.. no doubt she offered to be topless.. It’s her thing! lol.. As for changing in the last year.. NO.. she’s always been slutty!! Good Call!

  20. Mark • August 9, 2012 @ 3:12 PM

    Some pretty catty stuff all ’round. As to Joel, I’m hoping you meant homey rather than “homely”, as Taylor is anything but that… In the end NIVEA can use whom ever they want, egos be damned. As to the lack of standards in media and advertising, we’ve become steadily more hardened with each shock factor ad. Soon the only reason that there are not more smut, sleeze or slut factor ads being splashed around will simply be due to the fact that it hasn’t been thought of yet…. certainly not due to any degree of moral standard…. eh, it’s the times in which we live folks.

  21. susan • August 9, 2012 @ 3:49 PM

    I thi
    nk he probably didnt like that she is a pothead

  22. Barbara • August 9, 2012 @ 4:01 PM

    There’s sexy and then there’s slutty, and I don’t think it’s not hard to see which catagory Rihanna fits! He was being generous in the words he used. It wasn’t a personal slam on Rihanna, it was a statement about the compay having tried a marketing route that didn’t work for them. I think it’s also clear why Nivea now has a new CEO . . .

  23. Kendra • August 9, 2012 @ 5:04 PM

    Tiffany…learn to spell. You use YOUR twice when you should use YOU’RE. Maybe you could use your time more productively.

    As for the decision to get rid of Rihanna, good move. I am so tired of the trash that passes for celebrity these days.

    Bravo Nivea!

  24. Trista • August 9, 2012 @ 5:16 PM

    Thank god for Nivea!! At least a wise company is thinking properly!. Rihanna is a useless waste of air. She does not fit Nivea whatsoever. Go Nivea!

  25. C-Dub • August 9, 2012 @ 5:21 PM

    If that is the ad above, it’s extremely tame compared to what’s out there. And if it’s a German company, I think the European ads are a lot more ‘skin-friendly’ then that.
    If they don’t like her, why make an issue publically? Just sit down and tell her they are voiding her contract. Bam done and move on.

  26. Eleanor • August 9, 2012 @ 5:25 PM

    Rihannna is as far from a Nivea spokesperson as having Justin Bieber talk about men’s balding problems. ( I am totally aware of the irony)Its just a bad match. She passed sexy a few years ago and is definitely in the risque,trampy dept.
    Try a Kiera Knightly, Natalie Portman or Kate Winslet persona… elegant, classy and beautiful.

  27. Jonathan • August 9, 2012 @ 5:37 PM

    First of all, wtf does “slooty” mean?? Secondly, Nivea looks like they branded this advertisement, so if they didn’t like it, why did they release it? Kind of sounds backwards to me.

  28. Cheryl • August 9, 2012 @ 7:22 PM

    They can hire and fire whoever they want to but who was the dummy that hired her in the first place. I mean come on, it’s Rihanna, her image is sexy and playful, and if that’s not what they wanted she shouldn’t have been hired in the first place. That’s not putting either Rihanna or Nivea down, I think they are both fine, just not a good image mix.

  29. natalie • August 9, 2012 @ 7:31 PM

    I bet they sold more nivea products than before, being an entertainer Rihanna is doin her job bein sexy is part of who she is, I think shes sexy, beautiful, and talented individual, which is probably why they used her in the first place. Like give me a break you can see her shoulder OH MY phone the too sexy police… lol

  30. gbh999 • August 9, 2012 @ 7:42 PM

    Can’t be for being too sexy. The most probable reason, is because she can’t help herself, from acting like the TOWN TRAMP. Some people just crave attention. they will do anything… to get it.

  31. Diane • August 9, 2012 @ 8:26 PM

    she’s a bit of an egotistical beyotch if you’ve seen her in interviews… not someone I’d ever want to know. It’s true that I wouldn’t NOT buy a product if I didn’t like the star representative, however, if I saw a similar product to the one I like, without a skank-ho like Rihanna as rep., I would definitely go to that other product. Because I appreciate companies that appreciate and understand who their customers are. Signing on Rihanna says to everyone, ” we don’t care who you are, we just think you’re dumb enough to buy a product with her face on it”. So choice of star does matter in the end. I think the person who suggested Taylor Swift is on the right track. Even looking at the pic of Rihanna above and trying to reconcile that with wholesome and family doesn’t work. Because she doesn’t represent anything but dance floor trash. She’s not exactly sweet & gentle. Good call on the part of the new CEO. And that tells you everything…what happened to the old CEO…fired for poor judgement call on a major campaign?

  32. LuvMyVamps! • August 9, 2012 @ 10:29 PM

    she’s too SExy for her shirt, too SExy for her shirt too SEXY! LOL!

  33. Bon • August 10, 2012 @ 2:58 AM

    And hey, what’s wrong with trashin it up on the dancefloor? lol. Try it. You might like it =)

  34. Lissa • August 10, 2012 @ 3:35 AM

    Well done Nivea. This has always been a family brand, one that I remember and think of as wholesome. Nivea and Rhianna are not a good mix. It is nice to see someone stand up for what is right and not being afraid to stand up for what they believe in.

  35. Jenny • August 10, 2012 @ 7:39 PM

    Props to Nivea! Even though I love Rihanna, I respect Nivea for standing up to what their company believes in/represents and not just doing anything that will get them sales.

  36. Johanne • August 11, 2012 @ 4:18 PM

    Well, I actually really love Rhinna’s music and style.
    But I think that the German head is correct. She is
    not the right person for Nivea. She’s not very old
    and doesn’t have wrinkles to begin with (No, Rhianna
    you are still a babe). I think that using one of
    the women over 40-50 who have used Nivea sometime
    during their lives would be better. You could choose
    any woman, like one of the Desperate Housewives, or
    maybe someone less well-known but who has lived a wholesome lifestyle….maybe even a regular person;
    like the rest of us! JR in TO, CANADA

  37. Claude Robidas • August 12, 2012 @ 8:59 AM

    I agree with Amanda I never bought any products because a celeb was in the ad and even more I lose faith in any celeb doing ads it means they are fakes

  38. richard • January 2, 2013 @ 7:04 PM

    she don’t need the money from that pighed german

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