Why This Nivea Ad Is in A LOT of Hot Water

First it was Dove that had to apologize for a racially insensitive ad; now Nivea is in a lot of hot water for its newest campaign.

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As The Sun first reported, the beauty brand's Natural Fairness moisturizer, advertised to women living in Nigeria, Ghana, Cameroon and Senegal, is being branded as "appalling" for its marketing message that promotes "lighter skin." In the campaign, former Miss Nigeria Omowunmi Akinnifesi applies the moisturizer, and her skin turns noticeably lighter.

The advertisement—both in the form of billboards and a commercial—has been met with major backlash, as a hashtag of #takeitdown has emerged on social media to bring attention to the protest and take action to remove.