In March 2011, the singer Nivea also used her song “California King Bed” to accompany the anniversary campaign internationally and gave consumers the opportunity to win Rihanna concert tickets. The company even threw her a birthday party in Beverly Hills and co-sponsored her 2011 Loud World Tour. But cosmetic tycoon Stefan Heidenreich – the new head of Nivea’s parent firm, Beiersdorf — thinks the Bajan beauty may be a bit too over the top for their wholesome little company.
“The advert starring Rihanna was a no go. I do not understand how Nivea can be brought into association with Rihanna. Nivea is a company which stands for trust, family and reliability.”
Of course, this isn’t the first time Rihanna’s sexy image has cost the twentysomething a gig. After a myriad of her nude images leaked online, Vogue magazine boss Anna Wintour temporarily shelved plans to put the singer on its cover.