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The transgressive and sexy image of Rihanna seems to have become a problem for the Nivea brand, of which the singer was testimonial for. Riri was the star of the 2011 sales campaign to celebrate the centenary of the brand, and her single California King Bed was used in the Nivea commercial.

The new CEO, Stefan Heidenreich, said that the singer was the wrong choice for the face of the brand. “The advert starring Rihanna was a no go.” said the 49 year old Heidenreich “ I do not understand how Nivea can be brought into association with Rihanna. Nivea is a company which stands for trust, family and reliability”. In the ad for Nivea's centenary, we see a family using Nivea cream, with Rihanna’s California King Bed in the background. In the video of the love song, Rihanna is cuddling with her lover on a King size bed, with very sexy clothes.

Rihanna, besides being a talented singer, achieved success also for her uninhibited, glamorous and very sexy look. In addition to the latest sexy bikini in Portofino, the lingerie sales campaign for Emporio Armani, the  hot shots by Terry Richardson, and the sexy and seductive Topless in Hawaii, Rihanna is drawing an unusual and sensual street style collection for River Island.

But until a year ago, Riri seemed the most appropriate choice as the face of the cosmetics house. “Over the past 100 years, Nivea has been an iconic skin-care brand across the world. Rihanna is a music icon and her digital footprint will help us bring our anniversary celebration to consumers wherever they are." Said in a statement Executive Director Markus Pinger. 

Linda Lazzaro

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