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Nivea removes "racist" deodorant advert after backlash

Refinery29 logoRefinery29 4/04/2017 Natalie Gil
Refinery29 © Photo: Via Nivea's Facebook Refinery29

Skincare brand Nivea has removed an advert for one of its most popular products after it was criticised as racist and praised by alt-right groups on social media.

The ad, for the company’s invisible deodorant range, featured the words “white is purity” on top of an image of a dark-haired woman facing away from the camera.

The image was posted on the brand’s Facebook page with the caption: "Keep it clean, keep it bright. Don't let anything ruin it," and was targeted towards followers in the Middle East, reported the BBC.

Social media users quickly complained that the ad, which has since been deleted, was racist. some users also suggested the slogan has Nazi undertones. The company has close to 20 million fans on its Facebook page and the ad was reportedly online for the entire weekend.

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