During an interview with German media, Stefan Heidenreich, who is the new head of Beiersdorf, the parent company of Nivea, said he doesn’t understand why Rihanna was ever picked to represent the company and as of this moment they will no longer be airing any of their ads with the 24-year-old singer.
“The advert starring Rihanna was a no go. I do not understand how Nivea can be brought into association with Rihanna,” Heidenreich said.
He went on to say that “Nivea is a company which stands for trust, family and reliability”, which Rihanna does not represent.
When Nivea signed Rihanna last year they said they were “very excited” to have her on board.
Industry insiders say Rihanna recent European vacation played a role with her being dropped from the brand.
Rihanna is said to have kept the staff of her rented yacht up until the wee hours of the mornings partying, and her public reunion with Chris Brown in Saint Tropez did not help her image.
Just this morning Rihanna was photographed in Barbados partying into the wee hours celebrating the Crop Over carnival. It was obvious that Rihanna was already award that she was fired because she tweeted a picture with the caption “Me being me!”