Nivea has apologized for its 're-civilize' ad that sparked racial controversy, as well as withdrawing the offensive print ad.
The ad for the popular “Look like you give a damn” campaign caused outrage this week after they released the new ad, reports The New York Times.
It showed a well-groomed, clean-shaven black man about to toss away a rubber mask of his earlier self with facial hair and an afro.
Over the model, words in giant font read: RE-CIVILIZE YOURSELF.
The scandal stemming from the ad was immediate, with many calling the ad racist. Nona Willis Aronowitz at Good said “the message couldn't be clearer.”
“Natural hair on a black man isn't a style preference or a nod to afrocentrism — it's straight-up uncivilized,” she said, The NY Times reports.
Questlove, a musician who often tweets about race issues, was angered by the ad, tweeting Thursday: “Lotion with a 38-year-old stripper’s name really wants my head off. Uncivilized? #[expletive]Nivea.”
Within hours, Nivea had apologized. On its Facebook page, the company wrote: “This ad was inappropriate and offensive.”
“It was never our intention to offend anyone, and for this we are deeply sorry. This ad will never be used again,” they said, The NY Times reports.
