Pop star, Rihanna is aligning herself with Nivea.
No, not the singer Nivea, but the skin care line that is celebrating its 100th birthday.
The German company Beiersdorf that owns the skin care product is planning to invest $140 million to boost its presence, and part of that investment is sponsoring Rihanna’s upcoming LOUD tour.
Markus Pinger, member of the board, responsible for Brands, commented on the reason for enlisting Riri,
“Over the past 100 years, NIVEA has been an iconic skincare brand across the world. Rihanna is a music icon and her digital footprint will help us bring our anniversary celebration to consumers wherever they are.”