CEO of Nivea Calls Rihanna a 'No Go' as Face of the Brand


Rihanna is very particular about the way she lounges. Her rider calls for a couch that is long enough for her to stretch out and nap on. Alongside the couch must be 6 to 8 animal print throw pillows with absolutely no sequins. She also requests a large throw rug that must be clean, because she’ll walk on it barefoot. 

It appears the singer has been dropped from the facial cream's campaigns -- and it also appears she doesn't really care.

Nivea's new boss Stefan Heidenreich -- who runs its parent company, Beirsdorf -- doesn't seem to understand why sexpot singer Rihanna is the face of the brand's 100th anniversary, according to a report in The Daily Mail. Nivea is best known for its white cream facial wash that's marketed as healthy and pure.

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"Rihanna is a no-go," he's credited with saying. “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." He added that the ads that Rihanna shot last year never should have been aired.

And how did the sultry pop singer respond? She posted a headshot of Heidenreich on Twitter, and the words: "No caption necessary." That seems to be a way of communicating, "Who cares?" It's not like she really needs the money. She was said to be in her native Barbados with friends for the weekend, having a blast. We suspect other endorsement deals -- perhaps more appropriate ones -- will be heading her way soon.