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Rihanna Too Sexy for Nivea, says Boss

Singer Rihanna has been branded too sexy by the new boss of skin-care firm Nivea after she was signed up as a multi-million GBP brand ambassador last year.

The star - famous for her outrageous costumes and sexy videos - appeared in a series of ads for the firm, which was a sponsor of her world tour last year.

Now cosmetic tycoon Stefan Heidenreich - the new head of Nivea's parent firm, Beiersdorf - said Rihanna was a "no go" for the brand's family image.

In one ad, a family is seen moisturising with Nivea while Rihanna's hit 'California King Bed' plays in the background.

The original video of the song shows the star wearing stockings and lingerie writhing with a lover on a bed.

But Heidenreich, 49, told German media this week: "The advert staring Rihanna was a no go.

"I do not understand how Nivea can be brought into association with Rihanna."

"Nivea is a company which stands for trust, family and reliability," he added.

When Nivea signed up the star last year they said they were "very excited" to have her onboard.

Last month (July) Forbes magazine said her sponsorship deal with the skincare firm had helped propel her number three in their top 30 of the richest celebrities under 30 with earnings of 53 million USD in just 12 months between May 2011 and May 2012.

German Herald

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