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When Nivea signed Rihanna as a spokesmodel last year they said they were "very excited" to have her on board.
"Over the past 100 years, Nivea has been an iconic skin-care brand across the world," Board member Markus Pinger said in a press release at the time. "Rihanna is a music icon and her digital footprint will help us bring our anniversary celebration to consumers wherever they are."
A year later it seems the company has changed it's tune and decided to part ways with the sexy singer.
The company's new CEO, Stefan Heidenreich, has told German media Rihanna is a "no go" according to the Daily Mail.
"The advert starring Rihanna was a no go. I do not understand how Nivea can be brought into association with Rihanna," Heidenreich reportedly said. "Nivea is a company which stands for trust, family and reliability."
That Heidenreich doesn't think Riri is wholesome enough for his brand shouldn't come as a surprise since she often appears in public wearing as little as possible.
It will be a big blow financially to the singer though. In July Forbes credited Nivea with helping Rihanna become one of the highest paid stars under 30 with earnings of $53 million in the last year.
Rihanna responded by tweeting a picture of Heidenreich and writing "no caption necessary."
Rihanna Official Nivea Skin Commercial 2011