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Fuse ODG calls out Nivea over Billboard that promotes bleaching

Ghanaian Afro-Pop star, Fuse ODG is not pleased with German cosmetic manufacturer Nivea over their billboard advertisements which subtly promote bleaching.

The singer took to his Instagram to call out personal care brand Nivea for an ad campaign the brand is running all over Africa.

The ad, for the brand’s lotion, featuring former Most Beautiful Girl in Nigeria Omowunmi Akinnifesi, has as its tagline: “For visibly fairer skin”.
Fuse ODG, on his Instagram, posted a photo of a billboard as seen in Ghana.

He asked that the billboard be taken down all over Africa, else
people would do it for the brand. He added the hashtag #PULLITDOWNNOW.
He wrote:

“Dear Nivea, Kindly take down these billboards you have placed
all over our beloved countries in Africa. I saw this one with my own
eyes today in Ghana and we love our complexion the way it is. And if you
don’t take these down. We will.

“Every African everywhere should stop buying any Nivea product.
Tag the Nivea branch from your country so they understand how foolish
this is!

With love #PULLITDOWNNOW @Nivea_uk@NiveaUSA @reggierockstone711 @Sarkodie @r2beesmusic”


The call out has elicited mixed reactions from social media users
with some saying the ad is not insensitive because some people who may
desire fairer skin may not necessarily intend to bleach or tone; while
others say it is insensitive to dark-skinned persons adding that it
subtly suggests that fair skin is better.

Another group of persons say the problem is not Nivea or any other
brand with ad campaigns such as this, but an issue of demand and supply
because if customers or potential customers do not suggest they need
fairer skin, brands won’t run such ad campaigns. This group ads that the
ultimate goal for the brands is to make money.

After several reactions, Fuse ODG further went to post a video for the “For visibly fairer skin” campaign.

Captioning the video, he wrote: “I’ll leave this here. For those
of you claiming the word “fairer” could be ambiguous and mean beautiful.
As for Nivea, you have heard the people, take action and take down your
billboards from our countries in Africa and this foolish video too. You
CANNOT promote Self Hate for Africans and profit from Africans at the
same time. I’m very disturbed by this video and miseducating our youth
like this. #PULLITDOWNNOW”


 Fuse ODG is a UK-based artiste of Ghanaian origin who has projected
Ghanaian music to the outside world and he has quite a number of hit
songs including, Azonto, Antenna, Million Pound Girl, among others.

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