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Nivea is cashing out of its endorsement deal with Rihanna. Stefan Heidenreich, the new head of the company’s parent firm, Beiersdorf, recently explained to members of the German media that the pop star should have been considered a “no go” for the brand’s family image.

The Daily Mail recaps the shade:

The 49-year-old said: ‘The advert starring Rihanna was a no go. I do not understand how Nivea can be brought into association with Rihanna.’

In one ad, a family is seen moisturising with Nivea while Rihanna’s sultry hit California King Bed plays in the background.

The original video of the song shows the star wearing stockings and lingerie writhing with a man on a bed.

Heidenreich added: ‘Nivea is a company which stands for trust, family and reliability.’

When Nivea signed up the star last year they said they were ‘very excited’ to have her on board.

What better way to show class and family values than the head of Nivea’s parent company publicly insulting her? Doesn’t that just scream family values and class? That’ll teach Rihanna something, mister.

P.S. Never mind what lots of people use lotion for. It’s all about the family.

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Rihanna: Too Sexy For That Endorsement  was originally published on theurbandaily.com

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