NIVEA attack: Fuse ODG goofed – George Quaye

Television personality and communication expert, George Quaye asserts that Fuse ODG’s attack on a NIVEA product could have been avoided if the artiste had researched on the communication style and product history of the producers.

Fuse ODG on Wednesday mounted a campaign against the NIVEA Natural Fairness Body Lotion, calling on Nivea to pull down its billboards that seem to suggest it is best for one to have a fairer skin. His post got tongues wagging, attracting other celebrities including Ama K. Abebrese and Reggie Rockstone to join the call, www.abrantepa.com observed.

But speaking on Daybreak Hitz, Thursday, George Quaye said Fuse ODG and the other campaigners overreacted.

“When you are going to criticise a product or an ad, you need to check the product history and their communication style over the years. Anybody that uses Nivea will tell you that when they are doing their adverts, they do not necessarily speak to the effects of using the product. They speak to the skin type that should use the product. I have seen one that actually says, ‘for dry skin’. Some even have ‘for very dry skin’. Are you telling me that if I use that product, my skin is going to get dry?” he queried.

“If Fuse had done a little research on the product history, communication style over the years, he probably wouldn’t have taken the tangent he did take. Are we saying we don’t have people with visibly light skin in Ghana? What about Nadia Buari, Joselyn Duma? They have lighter skin. What is wrong with producing a product that will get that skin for being damaged? I think he overacted a little bit,” he added.

Dear Nivea, Kindly take down these billboards you have placed all over our beloved countries in Africa. I saw this one with my own eyes today in Ghana and we love our complexion the way it is. And if you don't take these down. We will. Every African everywhere should stop buying any Nivea product. Tag the Nivea branch from your country so they understand how foolish this is! With love #PULLITDOWNNOW @Nivea_uk @NiveaUSA @reggierockstone711 @Sarkodie @r2beesmusic

A post shared by Fuse ODG (@fuseodg) on Oct 17, 2017 at 7:06am PDT

George Quaye however stated that there is somewhat ambiguity in the communication style of the German personal care brand that specializes in skin- and body-care and ought to be checked.

“I do agree that the communication is a little bit ambiguous especially for those who do not know their style of communication… Nivea really needs to check that ambiguity because not everybody will know all Nivea products,” he noted.

Meanwhile, NIVEA in a statement say the campaign is in no way meant to demean or glorify any person’s needs or preferences in skin care.