It showed a woman with her back to the camera and her dark hair flowing over a white robe. At the bottom of the ad, in all caps, the slogan said: “WHITE IS PURITY.” Many people criticized the ad, some of them proving an exacerbated sensitivity expressed in cruel words. “Maybe they are targeting the KKK and Nazi market. They they should give their marcom person a raise,” wrote Jim Li on Twitter. “Fire your marketing person and anyone who approved this ad,” was another intervention. The Nivea company reacted. They removed the ad and said in a statement: “We are deeply sorry to anyone who may take offense to this specific post. Diversity and equal opportunity are crucial values of Nivea .
”Nivea” is a German personal care brand founded in 1882 that specializes in skin and body care. Probably a few people know that even “Nivea”- which comes from the Latin word niveus/nivea/niveum, is meaning “snow-white.”