Nivea removes ‘white is purity’ deodorant advert branded ‘racist’


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Nivea facebook

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The advert was posted to the brand’s Middle East audience, and has since been removed

German skincare brand Nivea has apologised and removed an advert that was deemed discriminatory.

The advert for its invisible deodorant range said “white is purity” across an image of a woman.

It was posted on the firm’s Facebook page, geographically aimed at its followers in the Middle East. Nivea accepted the post was “misleading”.

Many on social media complained the post was racist, but it was also widely-shared among alt-right users.

The advert on the Nivea Facebook page (since deleted) was posted alongside the caption: “Keep it clean, keep it bright. Don’t let anything ruin it.”

The post was directed at its audience in the Middle East, although the company has 19 million fans globally on its page.

Many on social media complained about the post’s racist connotations.

But it was also picked up by alt-right social media accounts who trolled the Nivea account with comments, including of Hitler and Pepe the frog, who was branded a hate symbol last year.

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Right-wing twitter accounts from across the world trolled the brand by adopting the advert

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