Everyone’s favorite bad girl Rihanna isn’t appealing to her endorsers anymore. It seems as if Rihanna re-invents herself with the changing season. A global brand usually looks for a spokesperson with a solid image, that can carry out the brand positively throughout the duration of their contract. You never know what you will get when signing Rihanna to a multi-year endorsement deal because the image that you sign today, may not be the same image you will get a year from now, or even months from now.
Rih-Rih’s ever-changing image and rockstar lifestyle has become a major risk to some of these very commercial brands that are looking for the next fresh face of their company.
The head of Nivea’s parent company, Beiersdorf revealed to German Media that they would no longer be using Rihanna because she doesn’t fit their family image.
“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.”
Just a year ago everything was okay. Nivea was excited about making her the face of their campaign… they even sponsored her World Tour. This statement released, along with a clean commercial image of Rihanna for the campaign’s launch:
“We are excited to have Rihanna supporting us in our celebration and building a new generation of fans. Over the past 100 years, Nivea has been an iconic skin-care brand across the world.”
Since signing with Nivea, Rihanna has been posting uncensored tweets, repping that ‘Thug Life’, and not to mention smoking ganja in public places.
At the end of the day because Rihanna is Rihanna she probably doesn’t care about all of this right about now but this activity could definitely start to mess up her pockets. Do you think that her activity should be taken more seriously?
Is Rihanna’s career over already?