As the woman caresses her skin with the product, her complexion is shown changing to a lighter shade as she boasts of her "visibly lighter" skin.
The TV advert and accompanying billboards have appeared across Nigeria, Ghana and Cameroon and Senegal.
The "Natural Fairness Lotion" ad tells Black women that their product can help "restore her skin to its natural fairness". She adds: 'Now I have visibly fairer skin, making me feel younger'.
Since it's appearance in several African countries, Nivea has been slammed on social media and accused of racism, with some calling for a boycott.
"We have recently noted concerns on social media by some consumers regarding our NIVEA Natural Fairness Body Lotion communication in Ghana".
This is why black businesses need to rise up and cater for our needs.
Others have pointed out that if the demand was not there for skin-lightening products, Nivea would not be selling them. "We didn't want "FAIRER SKIN" thank you".
OR gets another one-year extension on Real ID Act
MVD will utilize MSU-B student work through marketing and research classes to develop the public information campaign. The new REAL ID will have a star symbol on its face to show it's REAL, under federal standards.
Colorado Springs teen accused in fatal stabbing of siblings due in court
The boys are suspected of attempted first-degree murder after a shooting just before noon on September 22, police said. All three were rushed to the hospital but doctors couldn't save the children.
Sidewalk Labs Announces Plans to Create Model Smart City on Toronto's Waterfront
The neighborhood design will continue to be massaged over the next year with extra attention placed on community input. Sidewalk Labs describes the neighborhood as being built not from the ground up, but from the "internet up".
He said: "Kindly take down these billboards you have placed all over our beloved countries in Africa".
She continued, condemning whitening and lightening creams, saying they're not only physically damaging, but also ethically wrong.
User @J_Akuamoah wrote on Twitter, "Dear Nivea, too many people are ruining their skin because of ads like this".
But in a statement, NIVEA said that the company develops products with the aim of helping consumers take care of their skin's health no matter their skin type.
The ad comes just one week after Dove was forced to apologize after an ad appeared to show a black woman turn white after washing with its products.
Beiersdorf Global, Nivea's parent company, did not comment. We love our skin in it's original creation.