“Demure” isn’t the first word that comes to mind when one thinks of recording superstar Rihanna. Her fierce sex appeal and unapologetic attitude have helped her accumulate millions of devoted fans and followers along with a series of lucrative corporate endorsements. Unfortunately, Stefan Heidenreich, the new head of Nivea’s parent firm, Beiersdorf, does not seem to count himself among her supporters.

According to the Daily Mail, Heidenreich recently decided that Rihanna, who has appeared in a series of advertisements for Nivea to celebrate the company’s 100th anniversary, should have been considered a “no go” from the start, and isn’t a good fit for the company’s family-friendly image. “The advert starring Rihanna was a no go. I do not understand how Nivea can be brought into association with Rihanna…Nivea is a company which stands for trust, family and reliability,” he is quoted as saying.

The company has changed its tune in a big way since signing the singer last year. At the time, Nivea board member Markus Pinger used a press release to gush: “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 celebration to consumers wherever they are.” Yet it would seem that all bets are off if the new boss is offended by the very attitude and image that make her iconic.

It’s worth noting that Rihanna’s appearance was not the only overtly sexual element of Nivea’s recent ad campaigns. The tagline for many Nivea ads is “Touch and Be Touched.” Nope — nothing suggestive about that. Or this. Or the video below. Hmm…