Nivea CEO Woos Investors After Branding Rihanna Too Sexy: Retail - Bloomberg | Sex Marketing |

Dropping Rihanna, whom Nivea had used in advertising since 2011, formed part of Heidenreich’s plan to return the brand to its roots.

He has discarded Rihanna, yet a year after joining Nivea skin-cream maker Beiersdorf AG (BEI), Chief Executive Officer Stefan Heidenreich is still wooing investors.The CEO, who in August branded the singer too sexy to be the face of Nivea, has presided over a 41 percent jump in a share price that had barely trodden water in the four years prior to his arrival from Swiss food company Hero AG. Under Heidenreich’s leadership, the Hamburg-based company has twice raised its forecast for sales, which had stagnated since 2008.