Brands need a consistent spokesperson when they are signing a multi-year endorsements and Rihanna has been known to “do her.” The “Talk That Talk” singer’s rocking & rolling seems to have become a problem for these very commercial brands who are looking for the face of the generation. Beiersdorf, Nivea’s parent company, told German Media that Rihanna will not be resigned because she doesn’t align with the family image.
“Rihanna is a no go. I do not understand how to bring the core brand of Nivea in conjunction with Rihanna. Nivea is a company which stands for trust, family and reliability,” says the company.
Last year Nivea sponsored Rihanna’s World Tour and they were excited about making her the face of the brand. Here is a statement by Nivea from last year: “We are excited to have Rihanna supporting us in our celebration and building a new generation of fans. Over the past 100 years, Nivea has been an iconic skin-care brand across the world.”
How things change???
The company may not be too far off as Rihanna has been spotted tasting the sweet cheeba. She has also posted uncensored tweets and been repping that life…the thug life that is. (Damn, Rihanna your thugging to the casket drops now?) Unlike the poster child of endorsements, Beyonce, Rihanna just seems to be enjoying what she likes. She can party, smoke and talk freely on Twitter as much as she wants.
