Internationally popular German personal care company, Nivea, has responded in defense of its Natural Fairness Body Lotion campaign following heavy backlash on social media started by UK-based Ghanaian artist, Fuse ODG.

In response to heavy backlash against its Natural Fairness Body Lotion campaign in Ghana and Nigeria on social media, German personal care company, NIVEA has issued a stated saying that its campaign is not aimed at demeaning or glorifying anyone's skin care preferences.

According to the statement, NIVEA's statement says that the company develops products with the aim of helping consumers take care of their skin's health no matter what skin type.

The campaign backlash was sparked by calls from UK based Ghanaian rapper, Fuse ODG in a series of social media posts called out NIVEA's campaign saying that its billboards promoted skin bleaching used the hashtag #PULLITDOWNNOW.

This call was taken up by popular Ghanaian celebrities in Ghana, and a few more in Nigeria.

For those of u claiming the word "fairer" mean beautiful
TakeDown ya SelfHate billboards in Africa. #BlackIsBeautiful
@Nivea_UK @NiveaUSA pic.twitter.com/zclNxARveE

— Fuse ODG (@FuseODG) October 18, 2017

Message to Nivea: Visibly Fairer Skin Campaign ???? Days of Self Hate are Over!! We love we! @nivea_uk @niveausa come and collect your billboards from Ghana and other countries in Africa, thank you. Once again, we as Africans are no longer buying any Nivea products. We have our own natural and pure products. #BlackIsBeautiful #PULLITDOWNNOW #TAKEITDOWN

A post shared by Fuse ODG (@fuseodg) on Oct 18, 2017 at 11:48am PDT

Bleaching is killing and destroying our women, we don't need anymore ads on it.????????

Nivea #PULLITDOWNNOW ????????????????

Thanks my bro @FuseODG pic.twitter.com/4C6R8mYOl8

— SHATTA WALE DKB (@dkbghana) October 18, 2017

Appreciating yourself is one of the most important things to do in the world, #KingsAndQueens. Never let anyone compromise that! . The world will constantly tell you that you need to change who you are and what you look like to be happy and beautiful, but once you've accepted yourself and all your unique qualities, you know without a shadow of a doubt that you are perfect. . It’s okay to enhance what you already have - not change it. Celebrate what you naturally have and let it glow from the inside out. . Click the link in bio and get products that will add to your skin's glow and not change it. And make sure whatever products you use, supports you for who you are! . . #NiveaAd #community #hab #health #women #lifestyle #africanwomen #skincare #ghana #takeitdown #westafrica #herbalists #hab #beauty #africanbeauty #africanskincare #natural #naturalskincare #pullitdownnow #loveyourself #awareness #bloggers #kingsandqueens #beautytips #allnatural #blackbeauty #loveyourskin #beautymusthaves #positivity

A post shared by Hamamat African Beauty (@hamamatafricanbeauty) on Oct 18, 2017 at 1:00pm PDT

I found it interesting that so many black people are defending the billboards. Well I am sure they will still defend this advert. I can’t even say I’m surprised anymore. #ilovemynaturalskintone #saynotoskinbleaching #Nonivea #Repost @fuseodg ??? I'll leave this here. For those of you claiming the word "fairer" could be ambiguous and mean beautiful. As for Nivea, you have heard the people, take action and take down your billboards from our countries in Africa and this foolish video too. You CANNOT promote Self Hate for Africans and profit from Africans at the same time. I'm very disturbed by this video and miseducating our youth like this. #PULLITDOWNNOW It's time to consume our own products...shea butter, coconut oil etc. and live a Self Loving lifestyle. Black Is Beautiful. Continue to tag your Nivea branch and tell them to #PULLITDOWNNOW #TAKEITDOWN @Nivea_UK @NiveaUSA

A post shared by Ama K Abebrese???? (@ama_k_abebrese) on Oct 18, 2017 at 6:44am PDT