Nivea’s new boss Stefan Heidenreich — who runs its parent company, Beirsdorf — doesn’t seem to understand why sexpot singer Rihanna was the face of the brand’s 100th anniversary, according to a report in The Daily Mail.
“Rihanna is a no-go,” he’s credited with saying. “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.” He added that the ads that Rihanna shot last year never should have been aired.
Rhianna responded on her twitter, She posted a head-shot of Heidenreich on Twitter, and the words: “No caption necessary.”