Last Updated on Wednesday, 08 August 2012 11:24 Wednesday, 08 August 2012 10:53
Of all the reasons to be dumped, being too sexy is an unlikely one.
But Rihanna’s now too hot for skincare giant Nivea – which employed the singer for a multi-million-pound ad campaign last year.
The Umbrella star is to part from the firm after Stefan Heidenreich, new head of Nivea’s parent company Beiersdorf, said in Germany: “The advert starring Rihanna was a no-go.
"I do not understand how Nivea can be brought into association with Rihanna.”
Just to hammer the point home, Stefan added: “Nivea is a company which stands for trust, family and reliability.’’
Erm, what exactly are you suggesting about our rebellious and raunchy RiRi?
To be fair, it was a pretty sexy ad.
Red-haired Ri, 24, posed naked with nothing but a cheeky smile to celebrate 100 years of the brand.
As well as bigging up Nivea at the time (“I’m excited to share it with my fans around the world”) her song California King Bed featured in adverts and it sponsored her world tour, Loud.
Nivea was chuffed, too.
Its PR wing said: “We are excited to have Rihanna supporting us in our celebration and building a new generation of fans. Rihanna is a music icon.’’
Yeah, well, not so much now. In fact, that Minx is just so saucy, Nivea doubt they will ever be working with her again.
A Nivea spokesman said: “As part of the half-year results of Beiersdorf, Mr Heidenreich has set various priority topics, including strengthening brands and increasing the power of innovations.”
“In this context a journalist raised the topic of Rihanna in the Nivea marketing.
"Mr Heidenreich said that from his point of view, Rihanna is not compatible with the Nivea brand values – it was not a question of the success or failure of the campaign.”
Well, it’s now set to be the last one featuring the fiery Bajan beauty.
Ever the joker, however, RiRi took to Twitter to give her side of the story, with a picture of Stefan – LOL – and the words: “No caption necessary.”