The new CEO of skincare brand Nivea thinks that songstress Rihanna's hard partying ways do not match the skincare label's core family values. 

In 2011, skincare brand Nivea chose singer Rihanna to be the face of their brand. After funding her tour and starring in their ad campaigns, new CEO Stefan Heidenreich seems to disagree with the decision for the island native to be the face of their 100 year anniversary campaign.

Heidenreich stated, "Rihanna is a no go... 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."

Known for her hard partying ways, Rihanna a young starlet who is almost as famous for rolling blunts on bald men's heads and hosting weekend long benders on yachts as she is for her number one singles. The contract with Nivea helped boost her status to Forbes' list of highest paid celebrities under 30 and the negative press from the new CEO probably isn't messing with her image much. And when you sign up for Rihanna to be your spokesmodel, you should probably do your homework on the image that your brand is trying to represent.

Rihanna responded with a tweet of a picture of the Nivea CEO accompanied with the comment, "no caption necessary". In the end the songstress is still laughing all the way to the bank as the brand backtracks on their spokesmodel decision.