Stefan Heidenreich, the new CEO of Nivea’s parent company Beiersdorf, doesn’t appear to be a proponent of the old advertising adage “sex sells.”
The exec has deemed controversial singer Rihanna as a “no-go” to represent the company because of her sexy image, The Daily Mail reports.
“I do not understand how to bring the core brand of Nivea in conjunction with Rihanna,” Heidenreich reportedly told German newspaper Welt. “Nivea is a company which stands for trust, family and reliability.”
According to a Nivea spokesperson, Rihanna was not fired and will not be ousted until the entertainer’s contract comes to an official end this year.
Like most celebrities, Rihanna took the news to Twitter. Yesterday she tweeted “No caption necessary” along with a picture of Heidenreich.
Today, Rihanna tweeted what appears to be a prayer, although it isn’t clear if she meant it as a response to the situation with Nivea or another matter.
“Father, I’m trusting and believing that You have something much greater in store for me,” she wrote. “You see ALL, and I refuse to take my eyes off You!”
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