No amount of sophisticated branding can hide the fact that the messaging of such ads is as deeply poisonous as ever
“Now I have visibly fairer skin, making me feel younger,” declares the Nigerian actor Omowunmi Akinnifesi in an advert for a new face cream. The ad, for the global skincare brand Nivea, was only ever intended to reach a west African audience, but predictably – has Nivea heard of the internet? – it has been watched and shared millions of times around the world including in the UK, where most of us live in blissful ignorance of the fact that some of our most popular brands openly promote the idea in other markets that white is right.
Related: Dark is beautiful: the battle to end the world's obsession with lighter skin
Related: It’s lit! How film finally learned to light black skin
Related: Why are there so few black female stars with darker skin? | Kele Okereke
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