Nivea has decided that Rihanna is not a good look for its line of products.
E! News reports that RiRi is no longer the face of Nivea because the skin care brand believes the star’s lifestyle is not in line with the company’s values.
RiRi likes to party, but Nivea is going for a more wholesome look. The Daily Mail reports that Stefan Heidenreich, an exec from Nivea’s parent company, Beiersdorf, is baffled as to how she was ever brought in to rep the brand in the first place.
"The advert starring Rihanna was a no go," said Stefan, who added that the commercial featuring the singer should never have aired in the first place.
"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."
That’s a much different tune than Nivea was singing when it snagged the pop princess to add a little star power to the brand’s 100th anniversary.
"Over the past 100 years, Nivea has been an iconic skin-care brand across the world," the company said in a statement at the time. "Rihanna is a music icon and her digital footprint will help us bring our anniversary celebration to consumers wherever they are."