Rihanna Dropped By Nivea, Deemed "No Go" By New CEO (VIDEO)
Pop star Rihanna's endorsement deal with Nivea has unofficially come to an end.
The new CEO of Nivea, Stefan Heidenreich, told German media that using the "Good Girl Gone Bad" singer to promote the skincare brand was a "no go" for the brand's family image.
"The advert starring Rihanna was a no go," he told a German newspaper. "I do not understand how Nivea can be brought into association with Rihanna."
"Nivea is a company which stands for trust, family and reliability," added the 49-year-old.
The Nivea commercial released in 2011 plays Rihanna's "California King Bed" song as the background music while several family members rub Nivea lotion on their body.
Rihanna has constantly been tweeting pictures of herself that sheds her once innocent "good girl" image. The personal pictures she posts of herself naked, drinking alcohol, and smoking may have attributed to the brand ending the endorsement.
Nivea's parent company Beiersdorf had stated that they were "very excited" to work with the pop star when she signed an exclusive deal with them back in 2011. The company sponsored her tour last year to promote the 100th anniversary of the brand.
"Rihanna is a music icon and her digital footprint will help us bring our anniversary celebration to consumers wherever they are," said Nivea board member Markus Pinger, according to Daily Mail.
Rihanna's deal with Nivea helped her place third in Forbes magazines "30 of the Richest under 30 List." According to the magazine, the Barbados native earned $53 million in 12 months.
Rihanna will appear on Oprah Winfrey's "Oprah's Next Chapter" later this month. The show was taped in her hometown of Barbados. Winfrey tweeted a pic of herself hanging out with the singer.
"Look who's driving me around Barbados!" Winfrey tweeted.
Winfrey's interview with Rihanna will appear on the OWN network on August 19
