Rihanna’s second fragrance Rebelle breaks UK record as fastest-selling celebrity perfume beating out Britney Spears, Beyonce and Victoria beckham.
But that isn’t good enough to keep Rihanna as a spokesmodel for Nivea’s brand.The pop-star signed a partnership deal back in 2011 with Nivea in which they sponsored her tour and played ‘California King Bed’ in their commercial all before new CEO Stefan Heidenreich came aboard the company.
According to the German newspaper Welt, Heidenreich says “Rihanna is a no go … 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.”
I will admit Rihanna is one of the most controversial artists in music right now but her image has always been about rebellion and being edgy. When Nivea decided to promote their brand using a clearly naked Rihanna in pictures showing her flawless skin, I find it funny that she coincided with the brands core family values.
Does this say that Nivea’ s new CEO is firing her for other reasons?? Not really, the marketing partnership between Rihanna and Nivea was arranged to last for only a year and ended as planned but the media is using this as another opportunity to publicly criticize Rihanna’s behavior.
In a statement to the U.K.’s Marketing Week, a rep for Beiersdorf denied the company had fired Rihanna, but said the focus of Nivea’s advertising strategy has changed. “In 2011 Nivea worked with the artist Rihanna in the context of the brand’s 100th birthday anniversary campaign. From the beginning this music-cooperation was scheduled for one year and ended as planned at the end of 2011,” a spokesperson said.
In response to Heidenreich’s criticism, Rihanna tweeted his picture seen below with the text: “ No caption necessary.”
Then, after a day of mulling the news over Rihanna tweeted a much more optimistic response trusting in God for a bigger door to open.
“Father, I’m trusting and believing that You have something much greater in store for me. You see ALL, and I refuse to take my eyes off You!”
According to Forbes 2012 List, Rihanna is worth $143 million, she raked in a whopping $53 million this year, thanks to her hit singles, fragrance, as well as endorsements with Vita Coco and Nivea.
Rihanna’s Rebelle perfume is projected to sell a whopping 4 million bottles by the end of the year. With the success of her own brand doing so well, I’m sure Rihanna will fare off just fine.
