The firm had employed the 24-year-old singer for a multi-million-pound ad campaign last year and also sponsored her world tour. The ‘Umbrella’ hitmaker is to part from the firm after Stefan Heidenreich, the new head of Nivea’s parent company Beiersdorf, said in Germany that he did not understand how Nivea could be associated with her.
“The advert starring Rihanna was a no-go. I do not understand how Nivea can be brought into association with her,” the Daily Star quoted him as
saying. “Nivea is a company which stands for trust, family and reliability,” he added.