Awards winning UK-based Ghanaian musician, Nana Richard Abiona known as Fuse ODG has expressed his displeasure in African women who whiten their indigenous complexion by exposure to sunlight or by a chemical process, revealing that, bleaching is not a mechanism that enhances the aesthetic of humans than their intrinsic self.
According to Fuse ODG, bleaching does not make anyone look vigorous, fresh and vernal. It spifflicates the intimate complexion of the human body making you look unpleasant in the foresight of the right thinking member of the society.
Fuse ODG revealed that, Africans has been subjected to intensive forced indoctrination resulting in the rejection of old beliefs and acceptance of new ones as true and conceive with confidence that, human beauty is all about whitening their skin to be acceptable by society and also enhance their beauty.
Fuse ODG who has been on with a campaign on how African should stay true to themselves and choose themselves, their culture and art over any other, recently spearheaded a campaign against skin care brand, Nivea tagged ”Pull It Down”, with the objective of inculcating a sense of national pride to Africans.
The popular UK-based Ghanaian rapper, who spearheaded the campaign shared a post on social media celebrating the #PULLITDOWNNOW campaign’s victory following the German personal care company, Nivea’s decision to pull down a series of controversial posters.
Following the removal of Nivea’s controversial Natural Fairness Body Lotion campaign billboards, the ”No Daylight” hitmaker shared a video on Instagram thanking all who supported the campaign against what many perceived to be Nivea’s racially insensitive campaign against dark skinned women.
The UK-based Ghanaian artiste stated that, it is heavyhearted and melancholic that, the trend of bleaching has been deemed and acceptable by society, urging black African women to appreciate their culture and also devoid from such ill mannered activities, as they are not the standards of beauty.
Fuse ODG revealed that, the management of This Is New Africa(TINA) are enthusiastic about evolving and transforming the narrative of Africa to elevate the African culture to its diasporas, adding that, Nivea’s decision to pull down the controversial billboards is a sign that when Ghanaians unite and use their “buying power” to say no, major companies will listen.
By: Gerrard-Israel
