Nivea defends itself in response to #pullitdownnow campaign

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UK-based Ghanaian artist, Fuse ODG.

An internationally popular German company, Nivea, has responded in defense of its Natural Fairness Body Lotion campaign following a heavy backlash on social media started by UK-based Ghanaian artist, Fuse ODG.

In response to heavy backlash against its Natural Fairness Body Lotion campaign in Ghana and Nigeria on social media, German personal care company, NIVEA has issued a stated saying that its campaign is not aimed at demeaning or glorifying anyone’s skin care preferences.

According to the statement, NIVEA’s statement says that the company develops products with the aim of helping consumers take care of their skin’s health no matter what skin type.

The campaign backlash was sparked by calls from UK based Ghanaian rapper, Fuse ODG in a series of social media posts called out NIVEA’s campaign saying that its billboards promoted skin bleaching used the hashtag #PULLITDOWNNOW.

This call was taken up by popular Ghanaian celebrities in Ghana, and a few more in Nigeria.

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