Blogger Miss Jia has ignited an online debate about skin-care brand Nivea and its latest advertisement. The ad includes a “groomed” black man about to throw away another version of himself sporting an afro and beard with a tagline that reads, “Re-civilize yourself” and ad copy citing, “Look like you give a damn.”
While blogs, Facebook and Twitter have been abuzz, the company and its parent corporation, German-based Beiersdorf, have yet to comment.
Here’s Nivea’s contact info if you want to send in a complaint.
WHAT’S YOUR TAKE? ARE YOU OFFENDED?
( Source: MissJia / PHOTO: Tumblr )
I can’t wait til we get past all of this ignorance. I’m assuming our generation won’t live to see it, but I pray our children or their children will! Over it all!!!
if you walked pass the guy with the afro and a beard and he asked for your number…what would you say?
if you walked pass the guy that was groomed what would you say…?
#getoverit!
I find nothing wrong w/ a dude with an afro.
nothing wrong with this ad…at all…
..Uggs celebrating their 30th anniversary by giving out free boots http://goo.gl/e8vyX shoot…girl i got 2 pair..
@dont be a sheep &Tamran…That’s because you are looking with your physcial eyes…and they are covered.
It’s not about the groomed or the ungroomed…it’s about the statement…plus the visual…WAKE UP PEOPLE!!! Geesh.
Clearly this is a company with racist biases that further extend to their hiring practices based on how you naturally look. Our wooly hair is natural and god given. This just shows how pathetic their corporate ethics are and how they perceive black men as animals for being natural. Their agenda is to make black men look how they want them to look in-order to accepted in Nivea’s world of acceptance.
It just shows lack of diversity they have in management and marketing. Furthermore, It provides discriminatory practices they might have in human resources, when you are “representing the company” as a person. I will never, ever buy the product again.
You can file a complaint here.
http://www.niveausa.com/about-us/beiersdorf/contact-us
“Please check your email for a response within 3 business days. You can also speak with a representative by phone at 1-800-227-4703, Monday to Friday, 9:30 am to 4:30 pm ET.”
TOO RIGHT THIS U PUT IT BETTER THAN I DID.
I filed a complaint, unfortuanately doing this will not help. This is a deeper problem that has to do with how Black represent themselves. Why would the Nivea company think something is wrong with there ad when we don’t have our own ads representing and promoting our hair in the natural state. Black people don’t like natural hair and call it nappy so why would Nivea or White people feel any different. It’s funny how we get mad when someone else does it however we do it all day, everyday. We really need to WAKE UP!!!
I agree wit u Kenya….There is nothing wrong with a afro but there is something wrong with not properly grooming urself which is what I think the ad is trying to promote..I just think they went about it the wrong way…
I mean if it was a white guy..Im sure white ppl wouldnt be offended.
It doesnt matter to me anyways, cuz I dont buy Nieva and other commerical products..I try my best to stick with natural products or blk owned companies.
This is a on going battle as long as life is on earth there will be a form of racism
ARE YOU SERIOUS? WHO EVEN APPROVED THIS? SO IS THERE A WHITE PERSON VERSION OF THIS? HOW CAN PEOPLE SAY THAT CIVILISATION LIES IN THE APPEARANCE OF A PERSON?
AT THIS POINT I WAS UNDER THE IMPRESSION THAT IT LIED IN THE MIND, TO BE CIVILISED IS ALSO TO ACCEPT THEY WAY PEOPLE ARE AND WHO THEY CHOOSE TO BE….IN FACT THIS ADVERT CONTRADICTS ITSELF BECAUSE IT HAS AUTOMATICALLY GIVEN ITSELF AS A UNCIVILISED PORTRAYAL OF PEOPLE WITH AFROS AND BEARDS…WOW! MY JAW DROPPED. I’M 22 AND I HAVE A BLOG ON http://WWW.SUGAHUNI.TUMBLR.COM AND I MAY BLOG ABOUT THINGS VIEWED AS AIR HEAD STUFF-FASHION/STYLE I’M A UNIVERSITY STUDENT GOING INTO MY FINAL YEAR…
I CAN DEFINATELY SAY THIS IS RIDICULOUS AND I USED TO RESPECT NIVEA. BUT I’M PRETTY SURE THIS IS EXACTLY WHAT IS HAS STOOD FOR FOR YEARS BUT HAS NOT BEEN IN THE LIGHT. DISGUSTING.
Not a good look. Definitely inappropriate.
Def will never buy their product or any other related products of theirs ever again! Is anyone aware of any other products Nivea makes that may not be under the name “nivea”?
I think if they would have put lil wayne posing with this exact same layout and attire then the advertisment would have been executed well….. then you would actually see people changing the way they dress unfortunelty i dont think this advertisment is going to change anything. these kids won’t change unless one of their “idols” do so sad to see….
as of my comments for this advertisments ….. its a shame
Beards need to be groomed; however, an afro is 100% natural and as long as hair is neat, clean, moisturized, there is nothing “uncivilized” about it. Nivea FAILS at selling this product. Who thought this was a good idea? The ad in and of itself is creepy anyway, a man throwing his old head away? Okkkk
wow…this is a bold ad. I’ve already sent my complaint to Nivea
But what is more shocking…is the low number of comments. This is an actual issue to discuss and debate…and nothing…I guess If the post would have been titled-Would you let this man ‘get it’? Then i guess we would see more responses..
Come on People!
What is there to discuss? You think this is the first time racist ads have been made towards blacks? It is not that people don’t want to debate these issues, they are just tired of doing so. Discussing it won’t make it stop. And just because you sent a “complaint” to Nivea, doesn’t mean a thing will end. They’ll reply you with a generic response and tell you they “apologize”. In a couple of months, another company will fall into this same trap. I understand what you’re saying though, but it would be a waste of time.
@ Cheer…..you better speak that shit! I’m standing up giving you an applause….that was so true. Nivea don’t care what we all think. That ad isn’t going anywhere I guarantee you. It’s too late it’s already out there for the world to see especially if you brought the magazine already. Just like you said all Nivea is going to do is apologize & come up with a rehearsed script to everyone that’s going to complain to make us feel better & shut the fuck up. This will always be a white mans world no matter what you say. Look how long it took for us to get a black president & I promise you it’s going to be a VEEEEEEEEEERY LOOOOOOOONG time before we even have a black president. Believe me when I tell you this.
MESSAGE SENT TO NIVEA: THX CHEMBRO FOR THE INFORMATION.
Black people, there will always be “racism” in the way we view things society as long as subconsciencely we continue to enslave ourselves to be socially accepted by our white counterparts. When we realize that culturally we ARE different and that we just need to create our OWN products, and hire our OWN production studios, work with our OWN investors, to create our OWN ads that cater to our OWN people(provided we will support our OWN products) THEN we will not have a racial issue. Look at how other cultures and races work. Anytime we break any part of that chain, we leave a lane OPEN for “interpretation”.
I agree and disagree with you. Yes, we as a people are different from other races. Bottom line. However, all races are different from one another. We, black people, areno more or less special than anyone else. WE’RE all different. We all come from different backgrounds, different socioeconomic settings. We are all different from the next. What we as the human race need to focus on is SENSITIVITY! We are so insensitive to other people’s race and cultures. This is the real reason we are so divided. Yes, there are people in this world that don’t like me becasue I’m black, don’t like hispanic people because they’re hispanic etc. but a lot of this stupidity comes from the fact that everyone is just on this superior type ish and that they don’t even care to get to know other people’s way of life or cultures. It’s like when I hear a kid say I don’t want to eat that food, I don’t like it. It’s like how do you know you don’t like something if you’ve never tried it? Sensitivity to other peoples plight and issues are what’s key.
And lastly, we live in a very mixed country. There will never be a way to have your OWN, employ your OWN etc. etc. That frame of mind is really just another way of keeping us seperate and promoting igorance and segragation. I’m in no way throwing shade at you but it is what it is. We all have to work together in this world. That’s how I believe my Father wanted it.
Networking I agree with you; however how are we going to have our OWN anything in the White man’s world. This is not our place, it will never be our place. We will never be accepted in America. IT WON’T happen and why should we want it to. We were brought here against our will and have been trying to settle for over 500 years. IT’S NOT WORKING. We should try something different. And I’m sure you know what that is….
@Jazmine. I agree our Father created all of us to work together; however how can we work with other groups if we can’t work with our own group first? Black people continue to work backwards. Plus we can’t work with any other groups…they hate us (hence the ad) because we hate us.
@Jazmine you are right, people are insensitive to diversity, but ultimatly it is up to each of us to make the choice that we are going to be open to acceptance. It will not happen on its own, and you can’t force another person to change they’re mind. They have to change their own mind themself for the real change to happen in the world as a whole, i.e, Michael Jackson’s “Man In the Mirror”.
What I mean about “own” is irradicating the term “racism”. It’s not about premoting ignorance or keeping people seperate. Even though that is a nice answer to say and think, the reality is to truly eradicate racism, classism, any “ism” is to not have a “comparison.” It’s part of the basis of how we think from the time we are born to choose what is better, or make a right choice. Part of making one decison better than the other, one choice has to be lifted up while the other is brought down. Just a natural assessment. That is how racisim starts…
@Kenya, good you are thinking! But it’s only a “white man’s world” if you believe it to be. The world is just the world. But if you do your own thing, it will be your OWN world! The last statment you said is true, but there is always a bit of “nit picking” within any group.
*Support Black Films*
REALLY GUYS??? There is NOTHING RACIST about this ad…..if you all saw a guy with a peasy afro walkingroung looking a SMOKIN HOT MESS…..you would clown him…see what the ad is saying and stop reading things that aren’t there……GET OF THE LOOP….Go fight fr the real racism…and thangs that are tearing apart our neighborhoods…the murders of our men, irresponsibile fathers leaving moms alone…illiteracy…joblessness..drug use and despair…..OMGOODNESS WE [BLACK PPL] need to get a grip
wearing an afro doesn’t mean you are uncivilized. Should all women perm their hair? What if it was a pic of a a black woman w? permed hair throwing away her “old” head with her natural hair? Had the ad showed “the new him” with the same afro and beard just groomed it would be a different story.
we are finally getting a grip. and we tend to push off the small things…but this is as serious an issue as anything else in the black community. this is the kind of stuff that conditions are mind that causes the majority of issues in the black community. this is affectsn how we look st ourselves. so dont just pass it off, this is a subliminal shot to our subconsious and just another things that continues to hold us down.
In the words of Rev. W. Franklyn Richardson “We are fighting an old war & it’s a new battle…we must participate in our own liberation.”
I definitely left my message for NIVEA. Thanks for the info CL!
This ad is absolutely horrendous!! These advertisements are not created and designed by accident. Advertisers spend millions on ads with much intention behind them. – I am not certain what the motive or intention was of this ad……but it does not appear positive.
This is racist- I don’t care if you try to pose some forced theory about black people’s hyper sensitivity to race related issues; this is factually racist.
Why is an afro and a beard not civilized? In what culture? Western culture. It’s a part of some people’s religions to have beards and having an afro IS beautiful and civilized and does show you give a damn. It’s a lot easier and more primal to use a blade to remove your hair than to use products to actually grow out an afro; anyone going natural could tell you that. The ad is basically saying that if you’re black and you keep yourself natural instead of trying to fit in with America’s image of what’s socially acceptable, you’re primal and careless.. which is ridiculous. We all know they’ll never take responsibility for what was promoted in this image either.
So as a black man I am immediately offended of course. But so I’m not acting or reacting on pure emotion I have to step back and analyze the situation:
1. Is there a white version of this? If so will we be as offended ( I honestly dont think i would be)
2. Is the ad just saying unkept hair and facial hair in general is not professional. (which it isn’t…even afros lets be honest)…in that case it isnt really rascist at all
3. I dont think “uncivilized” should be used. Aside from being black, there are ppl out there who are unable to keep themselves up daily…that does not make them uncivilized. If anything that’s what’s really offensive.
4. I wonder what the guy in the ad thinks about this
5. Black ppl we have to look at the bigger picture and stop looking at the surface. We can’t ALWAYS assume that ppl are purposely trying to attack us. Yes he is black. but as i stated in point 3. The issue is that there are ppl of all races that look like that doll head .. That’s whats offensive!!! When sending your complaints its important to not be just emotional. Its important to educate and let them know why this exactly this is offensive in ALL respects. That how we grow as a ppl.
3.
I don’t even know you and I’m falling for you. LOL Hahahaha! No, but let’s be real. Your comment #3 is the tell all end all of it. An ad campaign saying to “re-civilize” yourself is just wrong on so many levels. It’s not so much racist to me as it is just plain insensitive! Please read my post that’s right up under this one. These marketing/ad execs need to take some serious sensitivity training.
Your point number 2 would hold more depth if the “civilised” man still had his big ol’ afro but well kept.
Point number 5……well, am gonna let you think about what you just said.
NIVEA knows what they are doing.
Wow, what a very insightful comment…u hit the nail with #3.
It definitely has racist undertones. It’s as if saying people that look that way aren’t civilized. That they’re unkept. There probably wouldn’t be such a buzz about it if it was a white boy with a Mohawk throwing his own head into kingdom come but b/c the dude is black it doesn’t look to hot. These marketing gurus and ad execs really need to do better. Do they even take trainig courses on marketing sensitivity or something of that nature? Who even approves this ish? Do they just make this stuff up and put it in magazines without so much as getting the opinion of their boss or other colleagues???
It’s the same thing with Nestle and that add they did comparing Naomi Campbell to chocolate. Now don’t get it twisted. I really don’t think I would have been made about it because I think of chocolate as sweet, creamy and every man and woman’s guilty pleasure. Chocolate is sexy and provacative in a way and it gets your “motor” going. LOL So I would have taken it as a compliment. However, Naomi was pissed and even though on my end I would have been cool with it, I surely understand the other side of the game and how she wasn’t. Being compared to chocolate for some people isn’t flattering. In our community typically when you refer to someone as chocolate you mean they’re dark or black as hell. I’m typically refered to as “caramel” by a bunch of dumb asses and some people are refered to as “yella”. It’s all dumb as hell and in the black community it makes people feel a certain way about themselves to have their skin tone refered to in certain ways. The reference to chocolate might have struck a nerve with Naomi because you don’t know how often Naomi was teased as a kid for being dark, teased in the modeling community or whatever.What seems okay to one person is viewed differently by another. Bottom line is we as the human race need to try and be a little more sensitive twoards each other.
And I know I rambled like a fool but I had to get that out. LOL
Thanks for the reply on my comment…but yeaa you hit it on the head. These execs can’t assume everyone is gonna be okay with whatever they decide. Especially when the ad has so many layers as this on does. Lets just go back to ads that say “Want clear skin?…Try Nivea!!” I’m sure that would have worked just the same!!! lol
Don’t be overly sensitive. Quit crying racism for every black depiction that is not glorified as the greatest thing since sliced bread. Change the skin color, and we would not be having this conversation. Plus I love Nivea lotion.
EXACTLY!
Im black and its seems that other races have to sometimes tread very carefully around black people in case they get branded racist. It also annoys me when black people use the whole ‘my ancestors were slaves’ excuse to rectify their racists comments towards other races!
I think it’s really our behavior that determines whether or not we’re a civilized part of society. But in the same respect, not being well groomed can give the impression that you don’t care about belonging to civilization, or in other words a culture and society that continues to evolve with products (ie Nivea, Neutrogena, Cover Girl) that help us to advance and look and be our greatest, so that’s really all they’re saying is “get with the times” if you think an unkempt beard and afro is a good look.
i honestly doubt that the ignorant mf’s from nivea’s marketing dept meant to be racist, i mean think about it… they’re trying to SELL not lose customers. what troubles me is that…in an attempt to get the point across, they viewed black person’s natural afro and beard as being a recognizably uncivilized appearance. to me it almost portrays a neandrethal-type of look. Is that what they think that the world sees as uncivilized. they need to check themselves and hire some more diverse staff b/c overlooking the obviously offensive message of this ad is just plain stupid. ridiculous. i dont even understand how this idea came to fruition. Nivea should be ashamed at their own ignorance.
Though I think the depiction of the afro – a keen trademark in black american history whether you accept it or not – is offensive as much as it is ignorant, I don’t think intentional racism is the diagnosis . But, it IS 2011, and people should be more aware of the controversy their marketing brings….UNLESS that was there plan. Come on people, conflict sells and Nivea, as most people in corporate America, knows. This, at the VERY least, is generating traffic for Nivea, and some businesses think bad press is better than no press.
I came across this video when looking up this whole Nivea thing, its a pretty interesting video http://www.youtube.com/watch?v=UGHDOhNezwM
REJUVINATE
REINVENT
Using NIVEA will make you feel brand new
I used NIVA daily and the old me has disappeared
Using a girl perhaps with her hair in disarray…a bearded man…but do a before and after
The entire ad with the “UNKEPT KINKY AFRO” speaks volumes
Maybe its not thought of as racist to the advertising agency and thinking outside the box it possibly wouldn’t be considered racist if the word RE CIVILIZED wasn’t used
I understand the principle of the ad, but I think it should’ve been thought out a little more, so that it would be sensitive enough not to ignite those who were going to get worked up over it. Reminds me of that Black/White Playstation ad a few years ago. While I can accept that racism will always exist, sometimes people need to chill.
NO ITS NOT RACIST! THERE ARE DIFFERENT ADS WITH OTHER RACES!!!! I DONT SEE AN ISSUE HERE!!! YALL ARE JUST SEEING THIS ONE WITH THE BLACK PERSON!!!!
Here’s the white version..ill keep my comments to myself: http://www.daylife.com/photo/079fcVL8hf10D?__site=daylife&q=Nivea+%28brand%29
WOW…Its the same exact concept..wild unkept untamed white dude….
ANGEL YOU SHOULD HAVE POSTED BOTH AND ASKED IF anyone was offended
Same type of photo, different concept/wording though. The “white” version doesn’t have “re-civilize yourself” on it. It says “Sin City isn’t a reason to look like hell.” So it isn’t really the same thing, is it?
I think the whole debate started because they are insinuating that if you have a fro you aren’t civilized. You notice how the “other” ad makes no mention of being civilized or not. Makes me wonder even more now.. Subliminal messaging to the fullest.
And the white man, who is already “civilized” I guess, is dressed way better than the black one of course. “Recivilize” yourself is beyond the messy hair, it implies you had no manners, education, awareness of the supposedly civilized world of the white man, or at least everything you had is considered wrong or not good enough.
The thing is, they got it wrong for two reasons: first of all, for the people who designed that ad, I’m assuming whites, the messy hair represented is okay for both races, they probably thought for the black one, it was a prehistorical man, BUT for us black people, there is nothing wrong with the other version of the black man being thrown away as long as the hair is clean, Afro for us is a part of our identity and culture, yes we have nappy hair and we wear it well as civilized people, so this is how it could be offesnive that the hair texture and aspect are considered uncivilized.
Secondly, the “civilized” word here is offensive as if what makes us (the hair here) is not considered civilized, are we still considered prehistorical people, therefore ignorant? As if we weren’t civilized enough for this society, so we have to use their Nivea products to enter into a world where we as a black men will be accepted.
Yea Angel! Its the wording! The images are kinda whatever at this point for me. But the “Sin City” comment is far less harsh than the “uncivilized” comment…i mean at least sin city is civilized ya kno. I kinda dont know what to think really. But more thought should have def went into the entire campaign as a whole. Its just doing too much…as i stated earlier just say “Want nice skin?… Try Nivea!”
@NAMAME 7 ANGEL …….NO I DIDNT READ HIS AD….MY MISTAKE WAS IN SIMPLY LOOKING AT THE PICTURE AND ASSUMED IT SAID THE SAME
MY REBUTTAL COMMENT IS BELOW
How is “sin city” less harsh than the civilization tag? If it were reversed, we’d all be up in arms about white being good and black being associated with darkness and evil. And I don’t think it’s fair to complain about the sin city ad putting a white man in a business suit and depicting the black gentleman in more casual attire. If you really wanted Nivea to be politically correct, it would be much more realistic to show a black man with his pants hanging down to his knees and his shirtless body painted like a 4th grade art project. Black culture is not advancing; it’s turning back by the likes of Lil Wayne and all who model themselves after the same image he subscribes to. If we want civilization to move forward, we need to start looking at more examples like Obama.
the sin city was for the opening at las Vegas also known as Sin City…. The campaign slogan was ‘look like you give a damn’ …. a campaign for facial hair removal cream btw and most of the ads just had that line… this is the first I’m seeing with the words ‘re-civilized’… what was the thinking behind that???
they may not have thought it would have been offensive but ignorance is no excuse…
As a Young Black Human Being, I use Nivea Lotion and Honestly I LOVE it to death. After using Nivea I feel amazing. This ad is nothing Racist, says nothing Racist, and doesn’t portray anything Racist. Okay so what a Groomed BLACK Man throws away a Rugged Versions of himself at least he’s doing to to himself and not doing it to another BLACK person in the ad as if he were better then that person.
Your a nivea person, I’m a palmers girl myself.
UNTIL WE as Blacks stop supporting this company with our money, they will feel entitled to depict us anyway they chose. Don’t settle for only posting in blogs comment section. Refuse to buy Nivea
I get it. I don’t have a problem with it. Exchange the black man for a shaggy long haired and bearded white man. Unkept and not neat is the same no matter the color.
How is having an afro and a beard unkempt? (The word is unkempt* by the way) You consider Questlove unkempt? Marvin Gaye? etc. That’s the point. Why is this considered not even just unkempt but to them “uncivilized”. Actually think about this.
Lola you are a lost soul just like most Black people. You equivalant kepted as being straight hair and no facial hair. There is no use…I don’t know why I even commented on your ignorance…GEEZ…we have a long way to go.
OKAAAAYY Went back for a peep….. I guess reading is fundamental…I saw the ad but I didn’t read anything –All I saw was the white guy holding the head ….You’re correct…my apology
I stated in my first comment…the word RE CIVILIZED does gives it an entirely different concept….and yes I know they’re saying the “kinky hair” makes him uncivilized…
I am a Nurse but I work for a traveling Agency…..before I took the assignment of traveling..I opened private cases as well.
There was a a “gentlemen” (sarcasm) that complained of a young girl that was initially sent to their home…He called in probably withing the first 10 minutes of her arrival and stated he & his wife decided against having someone .
The young lady had gone natural for a few months…she did the BC —BIG CHOP –so her hair was short and twisted ….she said she noticed he did a quick glance @ her head before giving her eye contact…wouldn’t allow her to cross the threshold
MY BOSS called their home to see if they were willing to have someone else….I ABSOLUTELY REFUSED because I knew she was telling the truth—-They agreed….The 2nd young girl was petite…and had a fair complexion and was accepted…The couple spoke very disrespectful about the 1st girl and they were discharged from our agency…The man stated…”what was that your agency sent to our home”
The girl that took her place was Hispanic without any hint of an accent so they automatically assumed she was white–
Yes that’s what the ad means.
RECIVILIZED means just that….not civilized We can give words power but words are powerful
The level is disrespect is at an all time high. More and More people are getting comfortable with just being blatantly racist. I am sorry. I can’t just get over it and ignore how slick some are being and passing it off by having a black person participate. NO NO NO. Pull the add and apologize and don’t go there again. Think what you want but don’t market your products by downing the natural look of a whole group of people. We all have preferences but “look like you give a damn”??? Bold and too much, too far, too everything. Please stop asking everyone to get over everything. Somebody has to continue to demand respect and fight for better treatment, just as others did before us or we will be stuck. Everyday all day, we watch President Obama get berated and disrespected not for the lack of progress made at his job but simply because of race. Should we overlook that too. In my opinion folks are getting way to comfortable coming out the mouth crooked. Knock that off and please stand firm together against this mess instead of encouraging yet another blind eye!
They couldn’t find a cast member of Jersey Shore to put in this ad? Or what about that white boy from the surburbs walking around with his pants on the ground and hat turned backwards… HOW IN THE HELL can they say “RECIVILED” when we were the FIRST CIVILED! “Our look” was FIRST, so who should be “REciviled” I can’t even put in words how I really feel about this.. I don’t know who to be upset with.
Black people continue to get bit*h slapped from every direction. Didn’t the fool in the ad understand how he was promoting the product. If this was reversed and the Jewish culture was disrespected, you better believe every Jewish organization would have been at the Nivea headquarters demanding the ad be removed. I wish Black people would stop expecting the White people to like and respect us. IT WON’T HAPPEN!!!! NEVER. Espespecially since we don’t like and respect ourselves.
Nine out of ten, the model is not American, so he doesn’t understand… He probaby doesn’t even consider himself “black”…
First lets clarify that these ad and marketing execs are not dummies neither are they working alone without a system of checks and balances in order to deter from such instances as this one. Knowing this, makes the ad offensive to me. When you’re in advertising words are one of your main tools, to know them and use them along with images to persuade people to think about your product in a certain way. The ad with the caucasion guy actually uses the word “look”, letting us know that its all about appearance. The ad with the African American guy uses the word “civilize” which defined means “to raise from a primative state to an advanced and ordered stage of cultural development”. That speaks volumes! I know in todays society we can sometimes be ultra sensitive to racism. But this is blantant and the company needs to be made aware that we not only understood their “hidden” racist attack but we are also bothered by it.
FYI I realize that the ad with the African American uses the word “look” also but not in a sense of appearance but actions.
as you see in my pic… I HAVE A FRO!!! and damn proud of it….it’s my crown and glory!!! i love it!!! my 7 month old son rocks a fro as well and WILL rock it until he’s 18…. i refuse to cut his hair or braid it up!!! society has been trying to change us for years!!! i’m tired of seeing black girls with weaves down their asses….. bone straight…… and looking at me like there’s something wrong with my hair!!! uuuuuuummmmmmmmm helllooooooooooo… i look DAMN good!!! i embrace all that God’s given me… and refuse to allow anyone to tell me my “look” is anything but GREAT!!! i’m so sick of going in to interviews and having my hair straightened because an afro isn’t the clean cut they want their employees to have…SCREW THAT……. don’t change yourself to fit your job….change your job to fit you!!! that’s why i’m now self employed….i can’t have people telling me what to look like anymore…. been rockin’ 22 toe rings on my toes for 7 years……. used to wear 120 silver & brass bangles on each wrist until i got pregnant and the diff metals caused me to get eczema…. so i had to take them off… now i HAVE to wear real jewelry because my skin is still too sensitive to the cheap stuff…. that’s a plus!!! lol!!! anyway….I’M DONE!!!
You go Queen..I love it and keep doing what your doing!!!
LOL 22 toe rings??? 120 bangles on each arm??? LOL too much
Why did they have to use a Black guy with a ‘fro is all I’m asking…Why not a White dude with hippie hair?
Because they knew Black people will not do anything. This will go away just like everything else that happens to Black people….
Let me tell you what, go and check out the Nivea website for all of their international web pages at http://www.nivea-international.com/pages/int-country-selection. So first of all they racially segment the way they market. If you check, you will find that Nivea is mostly marketed to a white population as is indicated in most of their international ads for places like Europe, Canada, United States, South America, etc. The only place you see them have black people is in the ads marketed to African countries like Kenya. Then they have Chinese people in their Chinese ads. Other than that they don’t have non-white representation in 99% of their general ads (I did find one cute little black girl with natural hair in one of their general ads for Denmark I think). So they don’t generally have ads featuring black people outside of their African website (pop star Rihanna aside) so it does lean towards racism since now they are using one and saying “re-civilize”. Secondly in the two other ads that used white males I did not see the words “re-civilize yourself”. Those are some very odd words to use especially since blacks were thought not to be civilized. Nivea’s skin care line seems to lean towards great moisturizing properties and natural ingredients so why can’t African people in their normal African attire and Indian people in their normal Indian attire want to moisturize and smell good. Why do all of the people in their ads have to dress and look like Westerners do when culturally they dress differently. So I do think its a racist in that it is trying to get others to conform to their more acceptable view. Its very much like the Vogue ad with Lebron some years back. In Vogue history they hardly have black people on their cover and whenever they do its a big deal. The one time they use a black male he is looking “uncivilized” in a picture that mirrored the big black ape in King Kong. RACIST
Nivea is a white owned company made for THEIR people. They could care less if they appealed to other cultures, or even offend them. Nivea marketing to other cultures is just a way for them to make extra money. Do black companies market to “other” people or use other cultures in their ads? Why do we need white companies to do the same for us?
I actually went on “Wikipedia” (don’t laugh) and did some “research” on NIvea. I found out that the name is from the Latin word “niveas” which means “snow white”. So you definitely know these products weren’t made with us or for us. LOL they could keep their shaving creams and deodorants, we won’t die
People that don’t see anything wrong… stop looking with your physical eyes. When you remove the head of something, what happens?
Once again black people are trying to play the victim here, the whole campaign is not based on this image alone, there is also other pictures of the campaign you chose not to show here. in the whole campaign there is also white models who have overgrown beards and hippie hair why didn’t you also include that in the post. Am tired of seeing all these unnecessary promotions of we are the victims. Also i am black and i find myself disgusted by the black community who are always trying to pick up from something innocent and turning it into something else.
So what do you get from the pic “Euro” swag?
I agree… certain things we do spin ourselves into butter about,but this right here, there is a meaning behind it.
your name alone says it all so sit your euro ass down somewhere
The sad thing, I blame blacks for this… I’m not writing anyone about this. DO BETTER!
I dont like it. The afro is a symbol of pride and strength for African ppl all over the world but it is presented here in a very disrespectful manner. And suggesting that having an afro is in anyway uncivilized is rediculous. Afros are a natural part of being Black.
For those who are angry (or upset) with the ad, how mad are you?? Are you mad enough to come on a blog and express your anger, or are you mad enough to hit them where it hurts? Instead of “emailing” Nivea about how mad you are, how about you email all of your black relatives and friends telling them why they should refrain from buying Nivea, along with the link to the ad. Post this ad on your facebook or twitter (I know you have one). How about taking a bus trip to the Nivea headquarters (there’s one in Ohio) and protest? How about you show these “other” companies what will happen if they continue to disrespect us, and stop buying their products all together? If you aren’t willing to make drastic decisions then stay mad forever because these things won’t change unless you do. People getting mad are the ones who actually buy Nivea, with their hard lotions and “cold” creams. Please…
fukk nivea and they watery ass products!
yes the ad is racist but nivea is a german company so really what do you expect? furthermore i think you all should be much more upset at the fact that black women are spending hundreds of dollars on hair that women in india have shaved off their heads
thank you! it seems like Black folks only get into an uproar when it’s coming from Whites, but bring up our own problems that we perpetrate to ourselves and all you hear is crickets.
@ DANIELLE1, totally agree!
Absolutely right @Danielle1!!
LOL @ black women are spending hundreds of dollars on hair that women in india have shaved off their heads. ACtually that is more offensive.
Im in between…on one hand Im offended because of the obvious…but then again, when I picture the same ad with a white guy Im not…I really dont know how I feel..
For those who are angry (or upset) with the ad, how mad are you?? Are you mad enough to come on a blog and express your anger, or are you mad enough to hit them where it hurts? Instead of “emailing” Nivea about how mad you are, how about you email all of your black relatives and friends telling them why they should refrain from buying Nivea, along with the link to the ad. Post this ad on your facebook or twitter (I know you have one). How about taking a bus trip to the Nivea headquarters (there’s one in Ohio) and protest? How about you show these “other” companies what will happen if they continue to disrespect us, and stop buying their products all together? If you aren’t willing to make drastic decisions then stay mad forever because these things won’t change unless you do. People getting mad are the ones who actually buy Nivea, with their hard lotions and “cold” creams. Please…
I’ll Tell you Why this is Racist. As blackmen, this Ad is clearly depicting our NATURAL look as “Uncivilized”! Our hair NATURALLY grows outward in all directions creating an “Afro” which was once also called a “Natural”. And for most Blackmen, our beard’s naturally fill in FULL, as depicted in this Ad.
The message this Ad is sending US is that our NATURAL LOOK, is UNCIVILIZED, not clean(dirty) and we should adopt a more “European” shaven look, which is not “natural” to us as colored people.
THis is a form of BRAINWASH, neglecting our heritage to adapt to a white culture. As Black/colored/African American people we already have not direct link to any culture from all the years of enslavement of our ancestors. As a matter of fact most African American people aren’t as “African” as you would think
We have no NATIONALITY! Africa is a CONTINENT of many cultures, and in America we are considered a minority, So, WHAT IS OUR NATIONALITY!???
Don’t let them fool you and think this Ad is Ok!! It is Blatant DISRESPECT! Let’s maintain the little bit of identity we have and Rock our Afro’s & Beards!!!
Don’t buy into it! The brand are being controversial to make u pay attention! These brands!!! Any excuse to make some noise on their label….KMT
it could be racist but at the same time it could just be saying that black men look better cleaned up in the face
If you don’t see anything wrong with this ad, then there’s most certainly something wrong with you!! And I feel bad for you
RON PAUL FOR PRESIDENT!!!!!!!
1. Myself personally I never use Nivea because I have eczema, so I will break out. 2. This is not new, this been going on since the 60′s, 70′s 80′s and 90′s with every ad out there, why people are noticing it now??? It takes a decade to complain about these types of ads?? It depends on how the person interpet it,I don’t think it’s a race issue, it’s more about shock value to get people talking and it has. The ad is trying to say- “hey, if you don’t use our product, you are not re-civilizing your idenity, to impress people” and it’s sending the wrong message big time. Every race have different shapes and sizes, different hair colour, different hair styles. I think Nivea should pull the ad, because it’s not making the company look good in the business side of things. Another example this week some French company was doing ads for 4-12 year old lingerie and letting the little girls posing in them, another one I watched on the news American Eagle was pushing an ad for 15 year old girls for push up bra’s, the companies are trying to push the younger generation into these kinda ads to make them think, “Hey, if I don’t look like this, I won’t be noticed” and it’s getting outta hand. I say if Nivea is smart, pull the ad!!
This is so silly, Niva product is okay for skin, I will never buy it cause it smells bad, never like it gross,…
i sent a complaint to nivea and i won’t purchase their products anymore. i agree that we cry about dumb stuff – like the state rep in FL years ago that got mad because they name a few hurricanes “black names”. but this will impact their bottom line. i’m never going to knowingly give my money to a company that is so insensitive. we don’t have monopolies in this country, so ….on to the next one. eventually they’ll change it up bcuz they worship money.
Rarely do I play the race card but this is 100 percent inappropriate. I don’t know if it is just bad branding or willful ignorance but as a black man I find this ad disrespectful. The word re-civilize combined with the holding of an black head with a fro reminds me of white colonizers trying to “civilize” blacks in Africa. I expect some type of statement from Nivea to try to rectify this situation.
I don’t think this is racist. I would say the same thing about a bearded white guy with long straggly hair. When I see that I think he’s a homeless person. You have to face the facts, making first impressions is part of human nature. Everyone does it. And men with ungroomed beards and long hair typically are at the mercy of the judgment of others. This is something that crosses all races in American culture.
I’m not surprised, shock racialism is nothing new. The company will issue a fake apology, people will forget and move on. It will happen again soon, as usual, and black people will get indignant again. Stop acting so surprised that most white people don’t give a damn about blacks. If you think you’ve gotten comfortable with them, they will try to put you back in your place. This isn’t new.
There are also plenty of black people who are allegedly outraged over this, but wouldn’t be seen sporting a natural hairstyle to save their lives. They feel the same way as the people who made the ad, but they don’t even realize it.
This is clearly a very offensive and racist ad. There are many ads that have racist undertones and it’s brainwashing people into what is acceptable in our society. My 15 yr old nephew wears an afro and always gets looks on the street and tells me how bad it makes him feel. I tell him to brush it off and it breaks my heart. People need to embrace each others individuality and their differences. I will never buy any Nivea products again.
First, the ad doesn’t make sense. I understand that Nivea makes shaving cream, so this guy could’ve used Nivea to shave his head. But, he’s rocking a low haircut. Does Nivea make clippers? … I think not.
Secondly, Nivea could’ve remedied this by running multi-cultural ads. That would’ve done wonders to stifle rumors that this ad is targeted at any specific race. I don’t really know if its ever a good idea for people to turn to the media for self image. Self worth should be derived from one’s opinion of self and your supporters. Companies want to make money. While this might arguably be insensitive, I’m hesitant to call it an attack on race. Again, whoever does Nivea’s adverts might’ve wanted to pitch a more holistic advertising concepts. As I type this, I’ve actually thought of something that delivers a similar message without be nearly as potentially offensive.
As a professional Image Consultant and Coach, I crafted a reply and sent it along to Nivea. This is perpetuating a hatred / dislike of our own napptural curls, kinks and waves – as if a man who wears an Afro cannot be well-groomed.
I left behind over 30 years of relaxing my hair 3 years ago and my hair and I have never been happier. My afro IS well-groomed and I resent any implication by ANY company that it is not. I agree with the poster who said it would have been an effective (and non-offensive) ad if the gentleman had been shown with the same afro, just more well-groomed. Showing him with a “acceptable” short hair cut (acceptable for WHOM, I ask) and a clean-shaven face is a direct assault on men who wear their hair natural and those who choose to sport a beard.
Simply unacceptable – and we wonder why our children / teens / adults have, and continue to have, self-esteem and self-confidence issues?
Would it have made you people better if it was an unshaved white man. I don’t see what the real issue, A well groomed white man holding the head of an unshaved bearded white man with the writing GET RE-CIVIALIZED. Is the offensiveness coming because it’s a black man? do we really believe that the sponsors of the company will go after black men or is it some people are to sensitive?