Last year the Ghana government announced it will ban skin bleaching products this year, and we published that on FashionGHANA.com, see it here, Great News; Ghana To Ban Skin Bleaching Creams Next Year, But Why Not Now?. We then followed with an article acknowledging this was a lie and published how sign boards everywhere are still glorifying skin lightening subtly as seen in this article here, The Ghanaian Government Lied! Ghana Isn’t Banning Any Bleaching Creams.
Nivea, a well respected brand, has now decided it will tap into the market of promoting skin bleaching. Initially when we heard of the story we thought it was simply the misuse of the word Fair that got the nation talking. Later after actually seeing the advert, only a fool will not know their objective is to promote bleaching.
Although the advert is fairly old and has fairly been around in West Africa, the controversy only hit us here Ghana when the bilboards went up, and in Ghana we are not taking it likely as they are facing their biggest backlash and yet to face even more which will hopefully result in a nation wide, or an international boycott.
In a non apologetic statement issued by the silly brand, the mother company wrote “We recognize the concerns raised by some consumers regarding a NIVEA product communication in Ghana and take them very seriously. Our intention is to never offend our consumers”.
“We acknowledge every consumer’s right to choose products according to their personal preferences, and we are guided by that to responsibly provide them with high-quality skin care product choices,”
In other words what they are saying ‘indirectly’ is, we are making products for bleachers, we are just giving them a high quality edit.
So technically without hitting them where it hurts which is in their pockets, not only do they intend to benefit off the skin bleaching epidemic in Ghana or Africa as a whole, but then they will also benefit from the promotion born off the controversy if there is not a nation wide movement to shut this down.
If our government is true to its word, Nivea should technically be banned from Ghana yesterday with all it’s bilboards and tv ads taken down.
Yes Nivea can never take full responsibility of the low self esteem that some dark skin women/girls face daily when glued to the TV for years seeing everyone take on admirable roles except themselves, however to milk such a despicable market is a low blow from such a well known brand.
There has never been a more open and insulting bleach ad than Nivea. Even cheap products in the market from India and China do a better job at being subtle with their messages. To allow Nivea to flourish is to open the gates of hell for skin bleaching products to advertise in anyway. If we can accept this from Nivea then please state what can not be said in a bleaching ad?
Why does Nivea even have a market in Ghana when we are the leading producers of SheaButter? Let’s stop wasting time, change your skin care diet, get intouch with Sheabutter producers and not only can you avoid putting money in the pockets of companies that could end up following Nivea’s footsteps but companies that create jobs where you are. And do check out www.instagram.com/sheabutterguys
Simply #BoycottNivea #SayNoToBleaching #LoveYourSkin #BuyMadeInGhana #SheaButter.