Credit: Nivea/Splash News Photo: Rihanna Poses for Nivea's 100th Anniversary Campaign in March 2011

Talk about a rough patch! Yikes.

Last year, the Nivea skin care brand was happy to have Rihanna representing them, saying, "Rihanna is a music icon and her digital footprint will help us bring our anniversary celebration to consumers wherever they are." She appeared in a series of ads for them and they were a sponsor of her world tour. According to Forbes magazine, RiRi's sponsorship deal with Nivea helped boost her to number three on their list of 30 richest celebrities under 30, with earnings of $53 million.

But according to the Daily Mail, Stefan Heidenreich — the new head of Nivea’s parent firm, Beiersdorf — told German media that Rihanna was not a good choice for the family company.

"The advert starring Rihanna was a no go. I do not understand how Nivea can be brought into association with Rihanna." Rrarrr! He added, "Nivea is a company which stands for trust, family and reliability.”

Rihanna’s reaction? She tweeted a headshot of Heidenreich, adding, "No caption necessary."

RiRi has never had much interest in being a role model. Back in April, she tweeted that she "ran out of f*cks to give" about the little controversy at the time over photos of her with pot at Coachella. So she'll probably just shrug off Nivea's new stance that they basically ran out of f*cks to give about her.

Do you think Nivea dropped Rihanna because she’s too “sexy,” as the Daily Mail story suggests, or was it because of her party girl lifestyle, including continued closeness with Chris Brown? Do you think they made the right call or a BS call?

Sources: Daily MailTwitterE!

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