London/Ghanaian act took to his Instagram page to call out Nivea brand over the popular tagline “For even fairer skin” which he opines that it is every way demeaning to people with dark skin. He expressed his feelings via an Instagram post where he shares a picture of the billboard that has Nigeria’s Omowunni Akinnifesi in Ghana. He asks the brand to take down the billboard all over Africa else he’d be forced to do that. He also initiated a #PULLITDOWNNOW hashtag. See his rants below:
Dear Nivea, 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! With love #PULLITDOWNNOW @Nivea_uk @NiveaUSA @reggierockstone711 @Sarkodie @r2beesmusic
I’ll leave this here. For those of you claiming the word “fairer” could be ambiguous and mean beautiful. As for Nivea, you have heard the people, take action and take down your billboards from our countries in Africa and this foolish video too. You CANNOT promote Self Hate for Africans and profit from Africans at the same time. I’m very disturbed by this video and miseducating our youth like this. #PULLITDOWNNOW It’s time to consume our own products…shea butter, coconut oil etc. and live a Self Loving lifestyle. Black Is Beautiful. Continue to tag your Nivea branch and tell them to #PULLITDOWNNOW #TAKEITDOWN @Nivea_UK @NiveaUSA
//platform.instagram.com/en_US/embeds.jsThe posts have since spurred debate on whether or not the ad is harmful to black people.