Nivea deletes video slammed for shaming Singaporean women with dark arm pits

Nivea has removed a video from its Facebook page that was widely criticised for stigmatising women in Singapore with dark underarm skin.

Nivea's film was described as “cheap humour” with a “terrible message”

Nivea’s film was described as “cheap humour” with a “terrible message”

The film promoting NIVEA Extra white & firm Q10 deodorant featured a girl who was shunned by people young and old because of the colour of her arm pits.

It was deleted this afternoon after a strong response from women who objected to the message it was portraying.

Deleted post message on Nivea's Facebook page

Deleted post message on Nivea’s Facebook page

Nivea told Mumbrella that it had removed the offending video, which was criticised by many on Nivea’s Facebook fan page as well as gender equality group AWARE Singapore.

AWARE in a Facebook post said yesterday: “Apparently having the ‘wrong’ colour of armpit makes you unfit to interact with other human beings. This is supposedly humour – but is promoting shame and insecurity about our bodies a laughing matter? Some commenters let NIVEA know about their objections – good on them!”

The brand, which is owned by German pharmaceuticals giant Beiersdorf, said that it is preparing a statement about the video. Mumbrella requested comment from the company 24 hours ago.

It remains unclear whether the film was created inhouse or through an agency. Nivea said that it was unable to provide further information until the official release was ready.

Nivea is running a number of promotions for this brand of deodorant on its Facebook page, backed by local celebrities.

Nivea Facebook ad


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