Rihanna & Her Thuglife Image Loses Nivea Endorsement: New CEO Considers Singer A “No Go”

08/08/2012 •

According to Huff Post

Rihanna Deemed Too Sexy For Nivea By New CEO Stefan Heidenreich. The singer signed on to represent the skin care brand in 2011 and the brand proceeded to use her song "California King Bed" in their commercial and fund her tour before Heidenreich joined the company. Rihanna, on the other hand, proceeded to continue partying and have on-stage wardrobe malfunctions. Speaking to German newspaper Welt, Heidenreich said (according to Google translate), "Rihanna is a no go ... I do not understand how to bring the core brand of Nivea in conjunction with Rihanna."

Heidenreich added, "Nivea is a company which stands for trust, family and reliability." It's unclear if this means that Rihanna's officially received the ax, but it's sure to be quite the blow since the Nivea contract was a huge factor in skyrocketing her onto Forbes' list of the highest paid celebrities under 30.

Rihanna responded to Heidenreich's criticism by tweeting a photo of him and writing, "No caption necessary."

Be easy Rih Rih! Don't let that badgirl image F'up your cash flow!!