According to The Daily Mail, Nivea has dropped the Bajan beauty from her multi-year endorsement deal because of her bad gal ways. The CEO of the cosmetic company’s parent firm, Beiersdorf, has given her the ax.
“The advertisement starring Rihanna was a no go. I do not understand how Nivea can be brought into association with Rihanna,” said Stefan Heidenreich.
Not too long ago, Nivea was “excited to have Rihanna on board” to celebrate their 100-year anniversary. The company sliced her chunky checks and even sponsored her world tour. Forbes magazine reported in July that Rih’s sponsorship deal with Nivea propelled to her number three in their Top 30 of the Richest Celebrities Under 30 list with earnings of $53 million in just one year.
But with the “We Found Love” singer posting bikini-flaunting, weed-smoking, party-hopping photos on Instagram, it seems to be in conflict with what Heidenreich says the brand represents: “Nivea is a company which stands for trust, family and reliability.”