Beiersdorf have recently recruited a new CEO and the new top job incumbent’s first move of note has been to “drop” Rihanna as Nivea brand ambassador.
Stefan Heidenreich cited Rihanna’s “party girl” ways as the reason for his decision. Rihanna has been ramping up her hedonistic image pretty steadily since releasing the tellingly titled “Good Girl Gone Bad” album in 2007 so her recent exploits shouldn’t come as a massive shock to the powers that be at Nivea.
The disintegration of this partnership reinforces the importance of common sense and robust analysis when putting together a deal of this scale.
You can read more at Billboard.biz