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Rihanna a 'No Go,' Nivea Boss Says: Pop Star Apparently Too Racy for Cosmetics Company

Posted on Aug 7th 2012 10:30AM by Kenneth Partridge

James Devaney, WireImage

The new boss of Nivea: not the biggest fan of Rihanna, the Daily Mail reports. Stefan Heidenreich, who recently took over the cosmetic giant's parent company, Beiersdorf, has told German media that an ad the pop star shot last year should have never been aired.

"The advert starring Rihanna was a no go," Heidenreich said, apparently referring more to Ri's scandalous personal exploits than to the tame Nivea spot featuring her song "California King Bed." "I do not understand how Nivea can be brought into association with Rihanna."

"Nivea is a company which stands for trust, family and reliability," he added, sending a very different message than the Nivea board member who last year praised Rihanna as a "music icon" who would help the brand "bring our anniversary celebration to consumers wherever they are."

As for those family values, it should be pointed out that Nivea caught flack last year for its "Re-Civilize Yourself" campaign, whose ads featured a preppy-looking black man holding the bearded, afro-covered severed head of his former self.

Watch Rihanna's Nivea Ad