Nivea in an earlier response to the said advert had indicated that the campaign was not meant in any way to demean dark skin but pictures of an empty billboard where one such Nivea ad used to stand in Accra are making rounds on social media after a series of public outcry.
“We have recently noted concerns on social media by some consumers regarding our NIVEA Natural Fairness Body Lotion communication in Ghana. We would like to emphasize that this campaign is in no way meant to demean or glorify any person’s needs or preferences in skin care.
“NIVEA as a global leader in skin care has developed a safe product that contains natural ingredients and UV filters, which protect the skin from long-term sun damage and premature skin- ageing as well as reduce the sun-induced production of melanin, which, over time, can lead to an uneven skin tone.
“At Beiersdorf, we develop our products with the objective of helping consumers to maintain their skin’s health and beauty in all its diversity, and we have a wide range of products designed to address the different needs of our consumers worldwide.
“We respect every consumer’s right to choose products according to their personal preferences, and we are guided by that to responsibly provide them with safe and high-quality skin care product choices”
British-Ghanaian musician Fuse ODG also posted a video in front of another billboard in Accra where he says the offending advert had been replaced.