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Statement: Nivea Responds To Fuse ODG

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Beiersdorf, the German company behind the product Nivea, have responded to a concerted social media campaign against the cream currently running in Ghana.
Started by British-Ghanaian recording artist Fuse ODG, the campaign is exerting pressure on Nivea to pull down a current campaign which critics say is promoting bleaching.
The campaign has split Ghanaian celebrities. Even though a lot are behind Fuse, others such as Diamond Appiah, Bulldog and George Quaye have all criticized his actions.
Beiersdorf, has released a statement addressing the controversy. The statement does not touch on the calls for them to take down their campaign, but insists that they are not selling bleaching creams.
Read below…
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”

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