Cosmetics giant Nivea is under fire for marketing a skin lightening product in Africa.
Billboards and TV adverts for the “natural fairness” moisturiser – starring former models – have appeared in various African countries including Uganda.
Model and activist Munroe Bergdorf – who was recently fired from a L’Oreal campaign after speaking out against racism in the US – is among those who have criticised Nivea’s TV advert, which she shared in full on her Instagram page.
While many are pointing out that the product isn’t new, it has become a talkingpoint on social media where people seem very angry.
Social media users across the world have been expressing their anger and called for Nivea to remove the adverts.
London entrepreneur William Adoasi, wrote on Twitter: ‘This is why black businesses need to rise up and cater for our needs.
‘Nivea can’t get away with pushing this skin lightening agenda across Africa. Appalling.’
Nivea’s Natural Fairness claims to give the user ‘visibly fairer skin’
British artist Fuse ODG, full name Nana Richard Abiona, posted an image on his Instagram, writing: ‘Kindly take down these billboards you have placed all over our beloved countries in Africa.
‘I saw this one with my own eyes today in Ghana and we love our complexion the way it is. And if you don’t take these down. We will.
‘Every African everywhere should stop buying any Nivea product. Tag the Nivea branch from your country so they understand how foolish this is!’