Rihanna re-invents herself at least every six months so when you are a global brand, looking for a spokesperson, you never know what you will get when signing her to a multi-year endorsement deal. The image and brand you sign today, may not be the same image you will get a year from now, or even months from now. She’s about that YOLO.
Unfortunately, her ever-changing image and rockstar life is becoming a major risk to some of these very commercial brands that are looking for the next face of their company.
Earlier today, the head of Nivea’s parent company Beiersdorf revealed to German Media that they would not be re-signing Rihanna because she doesn’t fit their 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.
But it was all good just a year ago. Nivea, who also sponsored Rihanna’s World Tour, was quite excited about making her the face of their campaign. They released this statement, as well as a clean commercial image of Rihanna just in time for the campaign’s launch.
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.