.

Rihanna Deemed Too Sexy for Nivea

New CEO says pop star is 'a no go'

Rihanna
Neil Lupin/Redferns via Getty Images
August 8, 2012 5:10 PM ET

Rihanna has been deemed too sexy to continue to represent Nivea, Stefan Heidrenreich, the new CEO of the skincare brand's parent company Beiersdorf, told the German newspaper Welt.

"I do not understand how to associate the core brand of Nivea with Rihanna," Heidrenreich said, adding, "Rihanna is a no go."

The pop star first appeared in a series of advertisements for Nivea in 2011, even posing nude for a spot to promote company's 100-year anniversary. Nivea also sponsored Rihanna's Loud tour last year, a partnership that helped the 24-year-old land a spot on Forbes' list of the  highest-earning celebrities under 30. As the Press Association points out, when the singer and Nivea first teamed up last year, the company said it was excited to work with "another icon, global music sensation."

Rihanna has already taken to Twitter to respond – sort of – to the company's apparent change of heart: "No caption necessary," she wrote, including a link to a photo of Heidrenreich.

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