Rihanna has just signed on to be the new spokesmodel of skin care legendary brand NIVEA. The 23-year-old star will appear in a special campaign named “The 100 Years Skincare for Life”, meant to celebrate the label’s 100 anniversary. In the first picture of the campaign, Rihanna is posing nude wearing nothing but her famous tattoos. Still, she looks naturally beautiful, fresh-faced and glowing.
Rihanna seems to be the perfect solution for NIVEA that has a long, fruitful history and now wants to address to a new generation of fans. “Over the past 100 years, NIVEA has been an iconic skincare brand across the world that is built on the trust of our consumers,” says NIVEA board member, Markus Pinger. Moreover, they are really thrilled with the collaboration. “We are excited to have Rihanna supporting us in our celebration and building a new generation of fans.”
The new NIVEA campaign, which is set to be released in May, will include numerous events and contests. Besides, the iconic brand will be a sponsor for Rihanna’s ‘LOUD’ world tour that also starts in May. In fact, the beginning of RiRi’s new tour perfectly corresponds with NIVEA’s goal in “The 100 Years Skincare for Life”.
This is not Rihanna’s first collaboration with a famous brand. She made several endorsement deals with various companies such as Secret Body Spray in 2020 and with Clinique and Nike Sportswear in 2020. In 2020, she became a celebrity spokesperson for CoverGirl, while in 2020 she signed with Gucci for the brand’s Tattoo Heart Collection. In August 2020 Rihanna began appearing in an Australian television advert for Optus. This year, she also launched her first signature fragrance called Reb’l Fleur.
Through this particular campaign, NIVEA celebrates its 100 anniversary since the first NIVEA cream was made back in 1911. Dr. Oscar Troplowitz of the Beiersdorf company used Eucerit as base for the first cosmetic cream and called it NIVEA, meaning “snow white”. Throughout its amazing history, NIVEA had numerous models and celebrities featured in their campaigns, such as supermodel Gisele Bundchen, actress Jane Seymour, or French actress Estelle Lefébure-Essebag.
Photos courtesy of NIVEA