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Nivea withdraws 'racist' ad

UPSET: Many people have reacted to this Nivea ad calling it "insensitive" and "racist"

AN ADVERT for Nivea for Men has been attacked for 'racist overtones'.f

The ad features in the September issue of American Esquire magazine and shows a clean-cut black man holding a mask of an unkempt hair and big beard with accompanying words: 'Look like you give a damn. Re-civilize yourself'.

Once a picture of the ad was uploaded on Twitter, it caused a commotion as many people called the ad insensitive and racist, CNN reports.

“We are deeply sorry to anyone who may take offence to this specific local advertisement,” read a statement released to CNN from Beiersdorf AG, the parent company of Nivea.

“After realising that this ad is misleading, it was immediately withdrawn,” the statement continued.

The statement went on to say: 'Diversity and equal opportunity are crucial values of Nivea: The brand represents diversity, tolerance, and equal opportunity.'

We value difference. Direct or indirect discrimination must be ruled out in all decisions by, and in all areas of our activities.

“This applies regardless of gender, age, race, skin colour, religion, ideology, sexual orientation, or disability.

“Nor should cultural, ethnic, or national origin, and political or philosophical conviction be of any significance.”

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