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 Rihanna has been deemed too sexy to continue to represent Nivea, Stefan Heidrenreich, the new CEO of the skincare brand's parent company Beiersdorf, told the German newspaper Welt. 
 
 "I do not understand how to associate the core brand of Nivea with Rihanna," Heidrenreich said, adding, "Rihanna is a no go." 
 
 The pop star first appeared in a series of advertisements for Nivea in 2011, even posing nude for a spot to promote company's 100-year anniversary. Nivea also sponsored Rihanna's Loud tour last year, a partnership that helped the 24-year-old land a spot on Forbes' list of the highest-earning celebrities under 30. As the Press Association points out, when the singer and Nivea first teamed up last year, the company said it was excited to work with "another icon, global music sensation." 
 
 Rihanna has already taken to Twitter to respond – sort of – to the company's apparent change of heart: "No caption necessary," she wrote, including a link to a photo of Heidrenreich. 

 Rihanna branded a 'no go' for Nivea 
 
 Rihanna has been branded "too sexy" to be the face of Nivea. 
 
 The Good Girl Gone Bad star appeared in a series of adverts for the skincare brand last year, including one where she posed naked as part of Nivea's 100-year anniversary, and the company sponsored her tour. 
 
 But Stefan Heidenreich, the new CEO of Nivea's parent company Beiersdorf told German newspaper Welt: "Rihanna is a no go. 
 
 "I do not understand how to bring the core brand of Nivea in conjunction with Rihanna." 
 
 He added: "Nivea is a company which stands for trust, family and reliability." 
 
 Rihanna, 24, is known for her raunchy songs and performances, her hard partying lifestyle and her love of posting pictures of herself in next to nothing on her Twitter page. 
 
 Her sensual song California King Bed, about a couple touching in bed, was featured in Nivea's campaign. The music video featured Rihanna wearing stockings and lingerie writhing with a man on a bed. 
 
 When Nivea announced its partnership with Rihanna last year it said it was very excited to be teaming up with "another icon, global music sensation". 
 
 Copyright © 2012 The Press Association. All rights reserved.
– Rihanna is simply too sexy for Nivea, the company's new CEO tells a German newspaper in an article translated by Rolling Stone. "I do not understand how to associate the core brand of Nivea with Rihanna," Stefan Heidrenreich says. "Rihanna is a no-go." The pop star began representing Nivea in ads (including a nude one) last year, but apparently she won't be continuing—despite the fact that Nivea sponsored one of her tours, and the company initially expressed excitement about working with the "icon" and "global music sensation," the Press Association reports. But no longer, because "Nivea is a company which stands for trust, family, and reliability," Heidrenreich says. Apparently in response, Rihanna tweeted a picture of Heidrenreich and wrote, "No caption necessary."