Rihanna labelled a 'no go' by Nivea as she is dropped by the brand over raunchy image

Singer Rihanna has been dropped as the face of skincare brand Nivea, having been labaled a ‘no go’ by its parent company’s new CEO, due to her raunchy image.

Speaking to German newspaper Welt, Stefan Heidenreich, CEO of Beiersdorf said of the singer’s involvement with the brand; "Rihanna is a no go.”

He added; "I do not understand how to bring the core brand of Nivea in conjunction with Rihanna. Nivea is a company which stands for trust, family and reliability."

The partnership between Nivea and Rihanna was only announced last year, when the brand declared that it was ‘very excited’ to be working with her.

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