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Nivea Says It's Sorry For An Ad Boasting "White Is Purity"

Le sigh.

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On Wednesday, the German skin care brand Nivea pulled an ad for its Invisible deodorant with the tagline "White Is Purity" after an internet outcry.


The ad was posted on the brand's Middle Eastern Facebook page on Sunday with the caption "keep it clean, keep it bright. Don’t let anything ruin it," and was removed on Tuesday.

A representative for Nivea's parent company Beiersdorf told the New York Times that the ad was meant to speak to the idea that the color black was "strength" and white was "purity" — the two colors of the deodorant can.


“We never intended to hurt anybody or to raise any wrong interpretation,” the representative told the Times.