Rihanna branded a 'no go' for Nivea
Rihanna has been branded "too sexy" to be the face of Nivea.
The Good Girl Gone Bad star appeared in a series of adverts for the skincare brand last year, including one where she posed naked as part of Nivea's 100-year anniversary, and the company sponsored her tour.
But Stefan Heidenreich, the new CEO of Nivea's parent company Beiersdorf told German newspaper Welt: "Rihanna is a no go.
"I do not understand how to bring the core brand of Nivea in conjunction with Rihanna."
He added: "Nivea is a company which stands for trust, family and reliability."
Rihanna, 24, is known for her raunchy songs and performances, her hard partying lifestyle and her love of posting pictures of herself in next to nothing on her Twitter page.
Her sensual song California King Bed, about a couple touching in bed, was featured in Nivea's campaign. The music video featured Rihanna wearing stockings and lingerie writhing with a man on a bed.
When Nivea announced its partnership with Rihanna last year it said it was very excited to be teaming up with "another icon, global music sensation".