Actress and movie producer Kafui Danku has added her voice and shared her opinion in the ongoing campaign involving cosmetic company Nivea by defending the advertising skill of the company.
In a post made on her Instagram handle, the actress who was very objective in her submission questioned why some people had a problem with Nivea’s ad.
She indicatd that the segmented market in Africa and especially in Ghana informed the choice of words for the advert.
She indicated that her knowledge in advertising informed her that the cosmetic company will not risk losing customers if they knew their products would not be in demand in the country.
She revealed that it had become a growing notion that the dark skin was not beautiful enough hence the desire to rely on beauty products to enhance the African skin.
She then took a swipe of some of the attackers of the beauty and skin care products and indicated that, “We complain about skin bleaching, lighting, toning or whatever defacing of the skin that there is but turn to social media filters to choose the filter that goes exactly against everything we stand for”.
Yesterday, YEN.com.gh reported that actress and politician Diamond Appiah came down hard on the growing number of Ghanaians who had called for the pulling down of billboards of Nivea by calling them ‘ignorant’ of the types of skin tones we had in Ghana.
Award-winning musician Fuse ODG started a campaign against Nivea asking them to pull down their billboards in Ghana because he felt they were trying to encourage bleaching.
Some Ghanaians including TV icon Anita Erskine have also joined in on the cause to get the ads removed.
However, some Ghanaians have strongly backed the cosmetic company and urged those calling for the pulling down of the billboards to calm down. Artiste manager Bulldog is one of the personalities that has spoken against the campaign.
First it was a Dove campaign, telling us it was making easier to get the job done with a fairer [whiter] skin. Which of course was out of our market. It was a western media advertisement. We thought that was far from home, so we went about, minding our business and now this NIVEA campaign right on our streets. The capital. Highly erected that, it’s almost impossible to not see the eyesore the message hoards. In a country that has predominantly dark people, it is sickening to see there’s a market for such a brand. What I understand by these international brands is that, they have their representatives all over the world. They supply based on demands. They know what a market segment want at any given time. NIVEA won’t risk losing its market by advertising skin whitening lotion on the street of Accra if there’s no market. We are the problem. We only appreciate our melanin and dark skinned girls when they are models glazed in shea butter and taken through photoshop. Apart from that, we don’t think dark skin is beautiful enough. We go through our filters, choosing the very one that makes us light skinned enough for the gram. We complain about skin bleaching, lighting, toning or whatever defacing of the skin that there is but turn to social media filters to choose the filter that goes exactly against everything we stand for. I really want to know this; WHAT IS THE POINT IN WANTING TO BE LIGHT SKINNED ONLINE when you’ll swear you’re against skin bleaching? Answer to this question will help me fill in the blanks. I may be wrong but his is an open invitation to the forum. Let me hear your thoughts.