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As the woman caresses her skin with the product, her complexion is shown changing to a lighter shade as she boasts of her "visibly lighter" skin.

Per a report in Newsweek, the lotion is being advertised in the African countries of Nigeria, Ghana, Cameroon, and Senegal via commercials and billboards, with the former Miss Nigeria, Omowunmi Akinnifesi, serving as the face of the campaign.

Skincare brand Nivea has come under intense scrutiny for an advertisement that shows a black woman applying the company's "Natural Fairness" skin cream.

The public took to social media to express outrage at the assumption that they would want "fairer" skin and demanded the billboards be removed using the #PULLITDOWNNOW.

It wasn't too long ago that Dove soap dished out a seemingly racist ad and now another body care brand is getting dirty looks.

Sharing a clip of it online, he wrote: "This is why black businesses need to rise up and cater for our needs".

BEAUTIES: What do you think about the skin bleaching ad?

But in a statement, NIVEA said that the company develops products with the aim of helping consumers take care of their skin's health no matter their skin type.

The problem with skin lightening products is not only the damage they can cause skin and internal organs, but the reification of white beauty ideals that have been around since colonization.

Nivea also issued a statement on Facebook on October 18 saying the "campaign is in no way meant to demean or glorify any person's needs or preferences in skin care". There's an unrealistic norm that white skin, beauty, and beings are more valuable and viable in society's eye, which is flat out wrong. The ad was pulled but that clearly has not stopped the brand from advertising the benefits of whiter skin and attempting to white wash coloured markets.

But regardless of the existence of colorism and the sad desire for lighter skin, Nivea shouldn't be exploiting that for a buck and DEFINITELY not at the expense of Black women. There is also a range of other Nivea products in the Philippines promising to whiten skin.

The furore comes months after Nivea apologised over adverts for a deodorant in the Middle East which featured the tagline "White is Purity".