Nivea

In August 2011 ABC News reported a Nivea for Men Esquire ad of a Black man tossing away a severed, Afroed head under the line “re-civilize yourself.” That is the clearly anti-Black receipt. In April 2017 BBC reported a Middle East Facebook deodorant post reading “White is Purity”; Beiersdorf said there had been concerns about ethnic discrimination and withdrew it. CBC noted the 2011 episode in that later coverage.

• Ad pulled (2011)
  August 2011: Esquire “Re-civilize yourself” adABC News reported on August 19, 2011, that a Nivea for Men ad in the September Esquire showed a preppily dressed Black man tossing away the severed head of a bearded, Afroed Black man, with the text “re-civilize yourself” and “Look like you give a darn.” Critics called it racially insensitive. CBC’s later 2017 report recalled that 2011 campaign as featuring a Black man and the words “re-civilize yourself.” That image-and-copy pairing is the anti-Black advertising receipt. Comparison to racist stereotype is the public charge in that reporting, not a court caption.Source: ABC News ↗
• Ad withdrawn (2017)
  April 2017: “White is Purity” deodorant Facebook postBBC reported that Nivea posted an Invisible deodorant advert on its Middle East Facebook page with the slogan “White is Purity” and the caption “Keep it clean, keep it bright.” Social-media users called it racist; alt-right accounts also amplified it. Beiersdorf said concerns had been raised about ethnic discrimination, called the post misleading, withdrew it, and said diversity and equal opportunity were brand values. CNN Money’s April 5, 2017, report covered the same withdrawal. That 2017 episode is an ethnic-discrimination advertising controversy, kept separate from the 2011 anti-Black Esquire ad.Source: BBC News ↗