# Controversial Cleanser Campaigns The Nivea Re-Civilize Yourself Ad is Being Questioned as Racist By Meghan Young | Published 2011-08-20 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/nivea-re-civilize-yourself References: [styleite](http://www.styleite.com/media/racist-nivea-ad/) & [adweek](http://www.adweek.com/adfreak/nivea-apologizes-wanting-re-civilize-black-man-134226) The [Nivea](https://www.trendhunter.com/trends/nivea-proud-in-your-skin) Re-Civilize Yourself ad has become quite the hot topic as people question whether it features racist content. The slogan "Re-civilize yourself" is accompanied by an image of a black model who is about to chuck a disembodied head of his former, uncivilized self, [picked-out Afro hair](https://www.trendhunter.com/trends/pantenes-new-campaign) and all. Although it could simply be an arbitrarily chosen, innocent line, there is no doubt that many find it offensive. As part of the brand's Look Like You Give a Damn campaign, conceived by Draftfcb, the Nivea Re-Civilize Yourself ad does coexist with another one that stars a white model also throwing away his severed, pre-Nivea head. That slogan, however, reads "Sin City isn't an excuse to look like Hell." Nivea has since apologized, discontinuing the Nivea Re-Civilize Yourself ad. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 40% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hair](https://www.trendhunter.com/hair) ## Key Themes ### What's Driving This Trend - **Controversial Advertising:** Opportunities for brands to generate attention and provoke discussion through provocative advertising campaigns. - **Racial Sensitivity:** Increasing awareness and consideration of cultural sensitivities and racial representation in advertising. - **Reputation Management:** The importance of promptly addressing and resolving controversial advertising to mitigate potential damage to brand reputation. ### Who This Affects Most - **Advertising:** Opportunities for advertising agencies to help brands create impactful campaigns while considering cultural sensitivities and avoiding controversy. - **Consumer Products:** The need for companies in the consumer products industry to carefully evaluate and monitor their advertising strategies to maintain positive brand perception. - **Public Relations:** Opportunities for public relations firms to assist companies in crisis management and handling controversial advertising incidents. ## Related on Trend Hunter - [Pride Month Cosmetic Campaigns](https://www.trendhunter.com/trends/nivea-proud-in-your-skin.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md) - [Responsible Skincare Campaigns](https://www.trendhunter.com/trends/drunk-elephant-please-enjoy-responsibly.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Effortless Skincare Campaigns](https://www.trendhunter.com/trends/deglaze-my-makeup-with-me.md) - [New Years Specific Campaigns](https://www.trendhunter.com/trends/unready-for-anything.md) - [Sensitivity Marketing Campaigns](https://www.trendhunter.com/trends/were-all-a-lil-sensitive.md) - [Sensitive Skin Cosmetic Campaigns](https://www.trendhunter.com/trends/cetaphil-for-everyones-sensitive-skin.md) - [Honest Shaving Campaigns](https://www.trendhunter.com/trends/any-hair-anywhere.md)