- The Washington Times - Tuesday, April 4, 2017

German skincare brand Nivea is apologizing for an advertisement declaring “white is purity” after social media users complained it was racist.

“We are deeply sorry to anyone who may take offense to this specific post,” a spokesperson for Nivea’s parent company Beiersdorf told the BBC in a statement. “After realizing that the post is misleading, it was immediately withdrawn.”

The ad appeared on Nivea’s Middle East Facebook page Friday promoting the company’s “Invisible” deodorant. The caption, “Keep it clean, keep it bright. Don’t let anything ruin it,” accompanied an image of a woman that read, “white is purity.”

The backlash against the ad was swift, but it was also celebrated by so-called “alt-right” accounts on Twitter, the BBC reported.

Nivea said it rejects all forms of discrimination.

“Diversity and equal opportunity are crucial values of NIVEA: The brand represents diversity, tolerance, and equal opportunity,” the company said. “We value difference. Direct or indirect discrimination must be ruled out in all decisions by, and in all areas of our activities.”

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