Rihanna Axed From Nivea Campaign For Being "Too Sexy"

8 August 2012, 07:37 | Updated: 8 August 2012, 07:45

The 'We Found Love' star's adverts last year have come under fire from the skincare group's new boss.

Rihanna has been branded "too sexy" for Nivea, according to the skincare company's new CEO.

The 'Where Have You Been' singer appeared in a number of raunchy and revealing adverts for Nivea last year and Stefan Heidenreich has confessed that she should never have been considered to front the company's campaign in the first place.

"I do not understand how to bring the core brand of Nivea in conjunction with Rihanna," he told German newspaper Welt. "The advert starring Rihanna was a no-go.

"Nivea is a company which stands for trust, family and reliability."

When Rihanna first signed up with the company to help celebrate their 100th anniversary year and the company even sponsored her 'Loud' world tour.

You can view a picture of Rihanna during her Nivea campaign launch below:

At the time, Nivea said they were excited to be teaming up with "another icon, global music sensation."

The Bajan star responded to the news on her Twitter account yesterday (7th August) after posting a picture of the CEO with the message: "No caption necessary".

Rihanna recently returned home to Barbados following her lengthy luxury Mediterranean cruise and was recently hailed by Jamaican Olympic gold medalist Usain Bolt as one of the "most beautiful" women in the world.

She will also be launching her new fashion reality show Styled To Rock later this month and starring in Oprah Winfrey's Next Chapter series - where she is expected to reveal all on her life and loves.