Rihanna “too sexy” for Nivea

So it comes as little surprise that Rihanna's advert for Nivea has been deemed too sexy to front campaigns for the skincare brand.

The star appeared in a series of adverts for the firm, which was a sponsor of her world tour last year, to celebrate the 100th anniversary of the company.

And now cosmetic tycoon Stefan Heidenreich – the new head of Nivea’s parent firm, Beiersdorf – has told German media that the singer should have been considered a 'no go' for the brand’s family image

The 49-year-old said: “The advert starring Rihanna was a no go. I do not understand how Nivea can be brought into association with Rihanna.”

In one ad, a family is seen moisturising with Nivea while Rihanna’s sultry hit California King Bed plays in the background.

The original video of the song shows the star wearing stockings and lingerie writhing with a man on a bed.

Heidenreich added: 'Nivea is a company which stands for trust, family and reliability.'

When Nivea signed up the star last year they said they were 'very excited' to have her on board.

Nivea board member Markus Pinger said in a press release at the time: 'Over the past 100 years, Nivea has been an iconic skin-care brand across the world.

'Rihanna is a music icon and her digital footprint will help us bring our anniversary

In July, Forbes magazine said Rihanna's sponsorship deal with Nivea had helped propel her number three in their top 30 of the richest celebrities under 30 with earnings of 53million USD in just 12 months. (MTI)