NIVEA says "NO" to Rihanna

Pop singer Rihanna's sexy image is clashing with her role as a Nivea spokesmodel, according to the brand's new CEO.

Bajan pop singer Rihanna's wild lifestyle has cost her a lucrative modelling deal with skincare brand Nivea.

In an interview with German newspaper Welt , Nivea's new CEO, Stefan Heidenreich, aired his concern about the role the 24-year-old played in modelling for the brand.

"Rihanna is a no go... I do not understand how to bring the core brand of Nivea in conjunction with Rihanna" he said, explaining: "Nivea is a company which stands for trust, family and reliability."

Rihanna was chosen to front Nivea's 100th birthday campaign last year, and a head and half-body shot of her featured upon limited-edition tins of the body cream.

The singer, who was famously told to cover up and "find god" by a farmer in Northern Ireland whilst filming a music video on his land, has been admitted to hospital twice this year for treatment rumoured to be related to dehydration and exhaustion.

Rihanna responded by tweeting a picture of Heidenreich captioned: "No caption necessary".

Looks like Heidenreich, who has tasked himself with reviving Nivea's fortunes and creating a new company logo, will have to do it without the help of one of the most famous women on the planet.

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