Recently Nivea a personal beauty care brand owned by Beiersdorf AG (a German based / founded company) ran an Ad Campaign in the Middle East where the slogan for their product boasted “WHITE IS PURITY”. The iteration to whom the targeted audience this Ad marketed to was not only Clear but Concise. This short-lived ad respectively had every hate monger imaginable congratulating Nivea on an Ad Well Done! After receiving mainstream attention from the Metro U.K. who questioned the company about the posting and their Facebook page the advert was subsequently removed.

Of course as a Black Female I was angered and offended by this posting, but after a few minutes of collective and conscious awareness and intake of the slogan and the meaning I was no longer insulted but I actually found humor in “WHITE IS PURITY”.
Humor? Yes Humor.

Webster’s Dictionary Defines Purity as:
– freedom from adulteration or contamination
– freedom from immorality, especially of a sexual nature
Synonyms:
cleanness, clearness, clarity, freshness, virtue, morality, goodness,
righteousness, saintliness, piety, honor, honesty, integrity, decency,
ethicality, impeccability

After reading Webster’s definition and a host of synonyms for the word Purity I began to laugh. I know and You know for those who are reading this the intended audience for this ad can never, ever, be defined as any of these words or meanings. The Cleanliness that White People and Those Vast Groups of People who think that they are White; who try so hard to bathe themselves in the connotation of that word is washed in centuries of Filth and Indecency. White Washed in His-Stories Dis-Honesty and Immorality.
Products pushed by companies like this one that guarantee Freshness and Impeccability while forgetting to acknowledge their many centuries of Barbarism and Heathenism hide behind Purity’s Righteousness. Refusing to pay homage to and recognize those Black Ancestors who taught them how to be Clean and Fresh in the first place, thus teaching them the Honor and Integrity of Cleansing and Washing The Body Every Day. For we all know that they (White People) believed that only Saintliness was associated to godliness and to commit yourself to bathing was a sin because you can’t compare yourself to god. For those groups of people who contend that they are apart of the White Race and felt that this ad was not offensive…Shame On You!
The powers that be that ran this campaign that have those of you who have less melanin in your skin Collectively Confused and have you Ethically agreeing that you are White; I am here to inform you that you are NOT!
These same Conglomerations that view me as Contaminated, Immoral, and Indecent, view you also in the same manner. At the end of the day You Are As White To Them As The Bottom Of My Foot!
What is even more perplexing about companies like this one who peddle this Bullshit is that they don’t want me (Black People) to use their products but at the same time they make other products i.e. tanning lotions and oils to allow their White Skin to attempt to become the same hue as mine. When you actually think about it, Your Perfection of Purity Is Actually a Conscious Admiration and Gratification Of The Whiteness Actually Relishing That They Were Black.
Hmmm? Humor! Yes Let’s Laugh About It!

Quetta Azmir

Last Soul Look:

“We have two evils to fight, capitalism and racism. We must destroy both racism and capitalism.”
Huey Newton

References:

Webster’s Dictionary