CEO of Nivea Disses Rihanna….. Calls Rihanna a ‘No Go’ as Face of the Brand (Videos)

Nivea's new boss Stefan Heidenreich -- who runs its parent company, Beirsdorf -- doesn't seem to understand why sexpot singer Rihanna is the face of the brand's 100th anniversary, according to a report in The Daily Mail. Nivea is best known for its white cream facial wash that's marketed as healthy and pure.

"Rihanna is a no-go," he's credited with saying. “I do not understand how to bring the core brand of Nivea in conjunction with Rihanna. Nivea is a company which stands for trust, family and reliability." He added that the ads that Rihanna shot last year never should have been aired.

And how did the sultry pop singer respond? She posted a headshot of Heidenreich on Twitter, and the words: "No caption necessary." That seems to be a way of communicating, "Who cares?" It's not like she really needs the money. She was said to be in her native Barbados with friends for the weekend, having a blast. We suspect other endorsement deals -- perhaps more appropriate ones -- will be heading her way soon.

Check out commercials featuring Rihanna and Nivea: